olympic peninsula research report

Olympic Peninsula, WAFinal Research Report

June 13, 20141

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TABLE OF CONTENTS

INTRODUCTION 5

ABOUT NORTH STAR DESTINATION STRATEGIES 5

ABOUT THE BRANDPRINT PROCESS 5

EXECUTIVE SUMMARY 6

BRANDING PARTNERS 6

UNDERSTANDING 7

STRATEGIC BRAND PLATFORM 10

UNDERSTANDING 11

WHERE THE BRAND HAS BEEN AND WHY 11

In-Market Study 12

Purpose, Methodology, & Results 12

Online Stakeholder Vision Survey 25


Consumer Tapestry Study 56

An Introduction to Consumer Tapestry 56


Tapestry Segment Breakdown by LifeMode Group 60

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TABLE OF CONTENTS

TABLE OF CONTENTS

Tapestry Who Report | LifeMode Groups 61

Consumer Profile Mapping | Overnight Visitors (World Map) 66

Consumer Profile Mapping | Overnight Visitors (National Map) 67

Consumer Profile Mapping | Overnight Visitors (Canada) 68

Consumer Profile Mapping | Overnight Visitors (Regional Map) 69

Consumer Profile Mapping | Top 10 U.S. Overnight Vis. Mrkts. 70

Inquiry Profile Mapping | Top 10 Inquiry Markets 71

Market Commonalities| Residents Vs.Overnight Visitors 76

Tapestry What Report | Understanding the What Report 77

Tapestry What Report | Reading the What Report 79

Tapestry What Report | Resident What Report 80

Tapestry What Report | Overnight Visitor What Report 82

Online Brand Monitoring Study 84


Consumer Awareness & Perception (CAP) Study 93


Perception Study 128


Competitive Analysis 159

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TABLE OF CONTENTS


INSIGHTS 171

OLYMPIC PENINSULA BRAND PLATFORM 191

EVALUATION 196

HOW IS THE BRAND PERFORMING? 196

Tapestry Profile Study 198


Consumer Awareness & Perception Study 199


INTRODUCTION

ABOUT NORTH STAR DESTINATION STRATEGIES

North Star Destination Strategies comprises over two dozen talented individuals dedicated to

growing destination brands through integrated marketing solutions. North Star offers communities

a combination of research, strategy, creativity and action. This process – called Community

BrandPrint – provides direction for the community’s brand development, like a blueprint guides

the construction of a home. And just like a blueprint, the priorities and targets of each Community

BrandPrint are stated in clear and unambiguous language. The resulting brand personality is as

revealing as an individual’s fingerprint, and just as unique.

ABOUT THE BRANDPRINT PROCESS

Through the Community BrandPrint process, North Star determines Olympic Peninsula’s most

relevant and distinct promise. From that promise, we create a strategic platform intended to

generate a brand position in the minds of visitors. We then develop powerful Brand Action Ideas

and a Brand Identity Package (creative expressions), all of which reinforce the positioning and

ensure brand equity and growth.

This process is divided into four stages: Understanding, Insights, Imagination, and Evaluation.

The following report includes all phases completed to date: Understanding, Insights, and

Evaluation. 5

EXECUTIVE SUMMARY

BRANDING PARTNERS:

The Olympic Peninsula Tourism Commission contracted with North Star Destination Strategies to

determine and define the area’s true, unique and relevant destination brand position to stand out

in the marketplace. The Olympic Peninsula Tourism Commission is the region’s destination

marketing organization (a cooperative partnership between Neah Bay; Sequim; Port Angeles;

Shelton/Mason County; Port Ludlow; Port Townsend; Clallam Bay and Sekiu; Forks and La Push;

Port Hadlock-Chimacum-Nordland-Irondale; Amanda Park and Quinault; Kalaloch; Quilcene and

Brinnon). The Tourism Commission is responsible for protecting and promoting the consumer

brand of the area to visitors and potential visitors.

The following Executive Summary represents a snapshot of the critical highlights from the

Understanding and Insights stages of the BrandPrint process. Detailed findings are compiled in

the Research BrandPrint report that follows.

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EXECUTIVE SUMMARYUNDERSTANDING (Research findings):

North Star conducted more than a dozen pieces of research to identify what differentiates the

Olympic Peninsula from its competitors. By examining the community (stakeholders), consumers

(visitors, regional and state tourism officials and meeting/convention planners) and the

competition (neighboring and other communities), North Star determined a strategy for the

destination to assert across all tourism assets to implement an effective, meaningful and relevant

brand.

Research identified that the Olympic Peninsula is described as a beautiful, scenic region west of

Seattle. It’s a place commonly associated with adventure travel because of the area’s diverse

landscapes. Visitors can enjoy mountains, lakes, rivers, beaches and rain forests all in one

compact location – the Olympic National Park. The Olympic National Park was unanimously seen

by residents, visitors and competitors as the top asset on the Olympic Peninsula.

In addition to describing the region as a whole, research participants also described the different

communities that comprise the Olympic Peninsula. Outsiders in the Seattle and Portland areas

were most familiar with Port Angeles, Port Townsend, the Olympic National Park, Sequim and

Forks, respectively. Port Angeles was described as a beautiful small town with a port; Port

Townsend was viewed as a quaint Victorian seaside town; (continued on next page)

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EXECUTIVE SUMMARYOlympic National Park was strongly associated with being a scenic location known for hiking and

rain forests; Sequim was noted for its lavender, seafood, and dryer climate; and finally, Forks was

linked to Twilight, rain and beaches.

The Olympic Peninsula was rated among its competitors in the Pacific Northwest as a leading

location for outdoor adventure, diversity (in terms of scenery and activities), peacefulness and

scenery by travelers that are familiar with the area. The majority of visitors said their primary

purpose for visiting the Olympic Peninsula was to drive the loop, participate in outdoor recreation

or visit family and friends. With these visitation drivers in mind, it’s not surprising that research

revealed that the Olympic Peninsula’s connection to nature is most important to the region’s

identity.

According to research, the greatest challenges facing the Olympic Peninsula in terms of attracting

more visitors include accessibility, transportation options, cell phone service, seasonality of

attractions, few high-end lodging options, the distance around the region and the Olympic

Peninsula Tourism Commission’s limited marketing budget. From a resident’s perspective, shaping

a cohesive message that would be inclusive of all the communities on the Olympic Peninsula was

viewed as a primary challenge. Tourism professionals across the Pacific Northwest agreed that a

cohesive message would be beneficial since many outsiders are unaware of all the destination

offers.

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EXECUTIVE SUMMARYMoving forward, research revealed the region’s greatest opportunities are developing an all-

inclusive resource for visitor information, developing interest-based itineraries, helping local

businesses build a stronger digital presence, more marketing and promotion of the region and

focusing on outdoor recreation opportunities. Many voices from research agreed that the region

already has a wealth of outdoor pursuits for visitors to enjoy. In order to reach a larger audience,

the assets need to be further developed and promoted in a more consistent way.

As reviewed in the Insights section of this Research Report, the Olympic Peninsula’s competitive

advantage is its powerful connection to nature. By visiting the Olympic Peninsula visitors are able

to truly experience nature by seeing a diverse range of scenic and complex ecosystems in one

setting. A retreat on the Olympic Peninsula provides visitors with a chance to experience solitude,

be inspired, discover unspoiled nature and see the wonders of wildlife. In conclusion, a trip to the

Olympic Peninsula leaves a lasting impression on visitors because the nature experience is, in

many ways, considered otherworldly.

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STRATEGIC BRAND PLATFORMStrategic Brand Platform

North Star funnels strategic insights for the brand into a single sentence, the brand platform. The

brand platform is used as a filter for the formation of creative concepts and implementation

initiatives. All communications, actions and product development should connect to the essence

of this relevant and defining statement.

Target Audience: For those on a quest for sublime serenity and scenery,

Frame-of-Reference: the Olympic Peninsula lives in the northwestern most point of the

contiguous United States,

Point-of-Difference: where she presents timeless landscapes that shimmer with a

mystical, otherworldly beauty

Benefit: allowing you to transcend the ordinary.

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UNDERSTANDINGWhere the Brand Has Been and Why

This stage addresses the community’s

current brand positioning. We assess the

environment; demographics and

psychographics of residents; perceptions

of visitors, residents, and stakeholders;

current communications and the

competition. Most importantly, we gather

input from the Olympic Peninsula and its

constituents.

We are looking for current attitudes

regarding the brand. We are also trying to

spot behavioral trends that exist around

that brand. This stage is critical because it

uncovers the relationship between three

factors: the community's physical

qualities, communication materials, and

the position the community holds in the

minds of its consumers.

Olympic Peninsula’s

BrandPrint

Perception of Consumers &

Influencers

Competitive

Opportunity

Vision of

Community

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IN-MARKET STUDYPurpose The purpose of the In-Market Study is to gain an understanding of the perceptions and attitudes of Olympic

Peninsula residents and stakeholders towards their community and to experience first-hand what makes it a

unique destination for visitors.

Methodology & Results The following summary reflects observations and input received during the North Star Destination Strategies

In-Market visit from February 9-14, 2014. The information is not meant to be all-inclusive, but rather highlight

the most common themes experienced on the trip. This includes an area familiarization (FAM) tour,

stakeholder focus groups, stakeholder one-on-one interviews and local community one-on-one perception

interviews.

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MATERIALS REVIEWEDMaterials Reviewed

This is a sampling of the materials reviewed as part of the Research and Materials Audit, prior to the

In-Market Study.

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Digital Files• Adventure Media Monthly Reports for December

2011 + January, February, August, July, June,

April, March 2012 + Annual Summary in

January 2011 (Word)

• Adventure Media Monthly Reports for January-

June, September and October 2013 (Word)

• Inquiry Leads for Go-Washington.com, Port

Townsend, Sunset Magazine, Travel 50,

TravelGuidesFree.com, etc. (Excel)

• City of Sequim Logo Presentation (PDF)

• Sequim City Profile (Word)

• Sequim City Background Info for NS (Word)

• Clallam Bay Sekiu Info (Word)

• Forks’ 5 Fay Trip Planner (PDF)

• Twilight Trivia Test and answers (PDF)

• Various images and videos of the Hood Canal

area (JPEG)

• The Emerald Towns of the Hood Canal (PDF)

• “Come Take a Look” Clallam Bay Seiku

Info (PDF)

• Forks’ Emails and Additional Info (PDF)

• La Push descriptive blurb (PDF)

• Neah Bay and Neighboring Areas

Brochure (PDF)

• Port Angeles Travel Brochure (PDF)

• Port Ludlow and Port Hadlock descriptive

blurb (PDF)

• 2011 Port Townsend Brochure (PDF)

• Destination Sequim Brochure (PDF)

• Olympic Peninsula Culinary tour (PDF)

• Olympic Peninsula “Four Days of Fun” (PDF)

MATERIALS REVIEWED

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Digital Files (Continued)• Olympic National Park Waterfall Trail

Tour (PDF)

• Olympic Peninsula Art & Architecture (PDF)

• Travel Writer Itinerary (PDF)

• Kalaloch Lodge Facility Map and

brochure (PDF)

• Lake Crescent Lodge brochure (PDF)

• Lake Quinault Lodge map and

brochure (PDF)

• Sol Duc Hot Springs Brochure (PDF)

• Forks Motel Brochure (PDF)

• Holiday Inn Express Sequim Brochure (PDF)

• Port Angeles Red Lion brochure (PDF)

• The Resort at Port Ludlow brochure (PDF)

• Culinary Adventure Routs (PDF)

• Olympic Peninsula Visitors Guide (PDF)

• Welcome to Washington State’s Olympic

Peninsula (PDF)

• Olympic Peninsula Tourism highlights

2012 (PDF)

• Spring 2012 Marketing Campaign Status

Updates (Word)

• Spring 2012 Marketing Campaign

Budget (Excel)

• Olympic Peninsula travel Planner (PDF)

• 2014 Media Kit for NW Travel

Magazine (PDF)

• 2013 Media Reports (Various Word)

• ONP Animals: Butterflies,

Mammals/Amphibians/Reptiles, Marmots,

and Threatened/Endangered species (PDF)

• ONP Camping and Hiking: Day Hikes,

Campgrounds, Kalaloch Campground Map,

2010 info, and Queeta area (PDF)

• ONP Forests: Doeswallips Area, Forest of

Giants, Heart o’ the Hills, Hoh Rain Forest,

Olympic Rainforest, Sol Duc Hot Springs

Area, and Staircase Area (PDF)

• ONP General Info: Euro-American History,

Weather and Climate, Visitor Center,

Geology of Olympic Peninsula, Ancient

Peoples and Area

tribes, and accessible facilities

MATERIALS REVIEWED

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Digital Files (Continued)• ONP Water areas: Kalaloch, Lake Crescent,

Lake Ozette Area, Mora- La Push area,

Quinault

• ONP Mountains: Deer Park, Hurricane

Ridge (PDF)

• ONP Map + Overviews in English and

Chinese (PDF)

• Visitor center and town info (WORD)

• Various photos (JPEG)

• Port Angeles Info (Word)

• December 2012 + September 2013 Room

Tax Reports (Excel)

• Lavender Farm info + Lavender

Festival (PDF)

• Culinary Map (PDF)

• Olympic Peninsula Waterfall Trail (PDF)

• Winery of the Olympic Peninsula (PDF)

• Black Ball Ferry Line Brochure (PDF)

• All Points Charters and Tours (2) (PDF)

• 2012-2013 TP Source report (Excel)

• Twilight Trivia Tests (PDF)

• Twilight Map (PDF)

• 2012-2013 Visitor Count Info (Word)

• 2012-2013 Webstat reports (Various)

MATERIALS REVIEWED

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Hard Copies• Wind Rose Cellars flyer

• Olympic Peninsula Must Sees info sheet

• Olympic Peninsula 2013 Tourism Highlights

• Why Forks? Info sheet

• Victoria: Port Angeles Ferry Schedule

(multiple)

• Sequim & Port Angeles Real Estate Guide (3)

• Rocket Transportation flyer (multiple)

• Sequim COC October 2013 Calendar (2)

• Sequim COC Restaurant Guide (2)

• Sequim COC Community Profile (2)

• Kenmore Air Express: Wing it! Flyer

• Olympic Game Farm brochure (multiple)

• Olympic Theater Arts Center in Sequim

brochure (2)

• Sequim School District No.23 highlights flyer

• Blue Mountain Transfer Station & Recycling

Center card (2)

• Dungeness Line Bus guide (2)

• Sequim Visitor Information Center card (2)

• Sequim Lavender Grower’s Association

Driving Guide (2)

• New Dungeness Lighthouse pamphlet

(multiple)

• Sequim Aquatic Recreation Center flyer (2)

• Country Wide Classified Oct 9, 2013 (2)

• Sequim, Washington Visitors Guide 2013-

2014(multiple)

• Nash’s Organic Produce brochure (multiple)

• Fall 2013 Sailing Schedule: Washington

State Department of Transportation (2)

• Port Angeles: The Authentic Northwest Map

• Port Angeles: The Authentic Northwest 2013

Visitors guide (2)

• Branding Sequim Presentation

• Visit Quilcene Historical Museum flyer (2)

• Olympic Music Festival: Concert in the Barn

2013 season

• Quilcene National Fish Hatchery brochure

• A week of Fun in Sequim Washington

brochure (2)

• Sequim Washington: Your Wedding

Destination flyer

MATERIALS REVIEWED

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Hard Copies (Continued)• Sequim Washington Maps and Lodging

Guide (2)

• Port Townsend Coupon Book

• Port Townsend School of Woodworking

Brochure

• Port Townsend & Eastern Jefferson County

event guide

• Jefferson County Chamber of Commerce

2013 Membership Directory

• Jefferson County Chamber of Commerce

November 2013 Newspaper

• Port Townsend Marine Science Center flyer

• What is KPTZ? Radio flyer

• Wooden Boat Chandlery flyer

• Centrum Membership guide

• Northwest Maritime Event & Conference

Center flyer

• Octopus Gardens Diving Shop flyer

• Daily Bird Pottery Flyer

• Mt. Townsend Creamery flyer

• Jefferson County Historical Society flyer

• Key City Public theater events flyer

• Northwind Arts Center brochure

• Port Townsend Aero Museum brochure

• Lobo’s Trading Post Parasailing flyer

• Wilder Bee Farm flyer

• Port Townsend & Olympic Peninsula

Getaway Magazine

• Olympic National Park Summer

Newspaper 2013

• Bicycling the Olympic Peninsula guide and

map (multiple)

• Port Ludlow Area Trails pamphlet

• West Jefferson County Area Trails pamphlet

• Brinnon and Quilcene Area trials pamphlet

• Olympic Peninsula Waterfall Trail tourism

brochure (multiple)

• Port Ludlow’s Artists’ League flyer

• Whitney Gardens and Nursery brochure

• Chimacum Woods Premier Nursery flyer

• Eaglemount Wine & Cider Tasting Room flyer

• Port Townsend Farmers Market flyer

• Olympic National Park map

• Olympic Peninsula Activity guide and map

• Seawulff Sailing Charter flyer

MATERIALS REVIEWED

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Hard Copies (Continued)• Loony Hollow Guest House on Dabob Bay

brochure

• Kia Ora Day-Sailing Charters flyer

• Rain Forest County Adventure Map

• Kayak Brinnon @ Pleasant Harbor flyer (2)

• Smitty’s Island Retreat RV Park flyer

• Elk Meadows B&B flyer

• Kalaloch Lodge flyer (multiple)

• Beach Cottages on Marrowstone Island

information and rates

• The Fireside Culinary events calendar

• The Hadlock Motel brochure

• Port Ludlow Street Map and Hiking Trails

• Marrowstone Vineyards Wine Tasting flyer

• Port Ludlow Destination Postcard

• Port Ludlow Marina rates (2)

• The Ajax Café info flyer

• Red Dog Farm 2013 CSA program

• MVCOHO Magazine 2013-2014

• Challam Bay Sekiu map and guide

• Forks: Town Spotlights brochure

• Explore Hood Canal brochure (multiple)

• 10 Reasons to Escape to Port

Townsend brochure

• Lewis and Clark Commemorative Edition

State Map

• Olympic National Park: Park Overview

• The Strait of Juan De Fuca Highway: State

Route 112 Guide

• The Olympic Discovery Trail: Adventure

Route Segment

• Olympic Wilderness Trip Planner

• 5 Day trips on the West Side of the Olympic

Peninsula (multiple)

• RV Parks of the North Olympic

Peninsula brochure

• Dungeness Kayaking flyer

• Sequim Lavender Farm Faire 2013 brochure

• Port Angeles Heritage tours flyer

• Forks Twilight Map

• Lake crescent Lodge flyer

• Sol Duc Hot Springs Resort flyer

• 11th annual Dungeness Crab & Seafood

Festival brochure

• Bella Italia: Port Angeles flyer

MATERIALS REVIEWED

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Hard Copies (Continued)• Lake Quinault Lodge flyer (multiple)

• The Cedars at Dungeness Gold Course rates

and info

• Elwha River Casino flyer

• Red Lion hotel flyer

• The Resort at Port Ludlow brochure

• Clallam Transit Bus Schedule January 2012

• Expeditions NW brochure

• All Points Charters & Tours flyer

• Bugler: Olympic Park Summer

Newspaper 2011

• Bugler: Olympic Park Winter Newspaper

2012-2013

• Stephanie Meyer Day: Forks,

Washington brochure

• Twilight Foot Tours brochure

• Forks Twilight tour flyer

• Experience Twilight brochure

• Lake Quinault Hiking Trials and Activates

Guide

• Lake Quinault Vacation homes flyer

• Lochaerie Resort on Lake Quinault brochure

• Lake Quinault & the Quinault Rain Forest

brochure

• Lake Quinault: Valley of the Rain forest

Giants trail maps

• Lake Quinault Museum flyer

• Quinault River Inn flyer

• Forks Twilight map

• Forks COC information and vicinity guide

• Sales tax for the City of Forks (various years)

• Forks 2014 Calendar of events

• Forks Athletic & Aquatic Club brochure

• Old Mill Archery Range flyer

• Salon 305 brochure and prices

• North Olympic Land Trust Trails of Senses

Interpretive Hike

• University of Washington Natural Resources

Center brochure

• The Duncan Cedar info sheet

• Wildlife to look for in Washington’s forest

• The Legend of the Douglass Fir Cone

• Pet Guide for Forks and Olympic National

Park

MATERIALS REVIEWED

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Hard Copies (Continued)• Sv. Nikolai Monument info sheet

• Forks Washington “Guy’s List”

• Photography Video Sketching Policy of the

Quileute Nation of La Push, WA

• Forks timber Museums brochure flyer

• Allen Logging Company brochure

• Sunset lanes Snack Bar flyer and menu

• Fork’s Bites Restaurant Guide

• James Island brochure

• Welcome to Forks Historical Walking

Tour brochure

• Forks Shopping Guide

• Forks, Washington Logging & Mill Tour

• Forks and Surrounding Areas Lodging Guide

• Quillayute River Resort flyer

• Manitou Lodge Bed and Breakfast flyer

• Miller Tree Inn Bed and Breakfast flyer

• Olympic suites Inn Flyer

• Quileute Oceanside Resort flyer

• Cycle Camp Inc. flyer

• Forks 101 RV Park flyer

• The Lost Resort flyer

• A Cozy River House flyer

• Sully’s Burgers Menu and brochure

• Three Rivers Resort Menu and brochure

• South North Garden Menu and brochure

• JT’s Sweet Stuffs Menu and brochure

• Home Slice Take and Bake Pizza Menu

and brochure

• COC Fishing Guides & Charters

• La Push Kayak flyer

• Kayak Mountain Bike Raft the Olympic

Peninsula brochure

• Olympic Raft and Kayak brochure

• Fish Washington! Flyer

• Top Notch Ocean Charters flyer

• Hungry Bear Café flyer

• Makah National Fish Hatchery guide

• Fish of Olympic National Park info

• Quinault National Fish Hatchery info

• Rain Forest Country Adventure Map: West

Jefferson County

MATERIALS REVIEWED

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Hard Copies (Continued)• Rain Forest Horse Rides flyer

• Olympic National Park Fish &

Shellfish Regulations

• Shelton’s Best Downtown Guide & Map

• Mason County Recreation Map

• Mason County Restaurant Guide

• Mason County Hikes & Walks Map

• Shelton/Mason County Chamber: BIGHT

Fall 2013

• Various contact cards

IN-MARKET STUDY

Most Mentioned Assets• Aquaculture

• Whale trail; whale watching

• Farms/ Cideries

• Local grocery stores/ farmers markets

• Port Ludlow Inn

• Lake Quinault Lodge

• Lake Crescent Lodge

• Port Townsend – seaside Victorian town

• Fort Wordren

• Wooden Boat Festival

• Strange Brew Fest

• Olympic National Park

• Port Townsend Marine Science Center

• Irrigation Festival

• Lavender Farms

• Proximity to Seattle and BC

• 101 Loop

• Dungeness Crab Festival

• Aerial Tour; airports

• Twilight Book Series based in Forks

• Cape Flattery- northwestern most point in the

contiguous US

• Sport fishing

• Surfing

• Bird Watching

• Photographer’s dream

• Makah Fest

• Walkable towns

• Roosevelt Elk

• Trumpeter Swans

• Bald Eagles

• Salmon Spawning

• Discovery Trail – walking, cycling

• Road curves – great for motorcycles and

convertibles

• Waterfall trail

• No poisonous snakes or plants

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IN-MARKET STUDY

Most Mentioned Challenges• Transportation

• Cell phone service (GPS)

• Lack of summer lodging options

• Visitors needed: October – May

• Hurricane Ridge seasonal (closed weekdays in Winter)

• Unreliable skiing access

• No route through Olympic National Park

• Distance around Peninsula

• Few high-end lodging options

• Various routes to access Peninsula

• Passport requirements for Canadian visitors

• Limited marketing budget

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IN-MARKET STUDYMost Mentioned Opportunities• Branding of local products

• Resource that tells the entire story – mileage,

difficulty level of hiking trails/terrain

• “Mountains are out today” – need signage to show

views of mountains on cloudy days

• Interest based itineraries

• A central portal to assist visitors

• A live one-on-one chat function

• Develop methods for guests to easily filet, pack, and

ship fish

• Four corners of the U.S. itinerary that includes Cape

Flattery

• Neah Bay Merchandise

• Classes for businesses to build a digital presence

• Maps/itineraries for motorcyclist or car clubs

• Market lodging options as a place for creative writers

(off season)

• Renaming of generic beaches

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VISION SURVEYPurpose Part of the Understanding stage includes collecting stakeholder perceptions of the Olympic Peninsula. What

do they like and dislike about their community? How would they make it better? What kind of things do they

associate with the Olympic Peninsula? After all, no one knows the Olympic Peninsula better than those who

form its backbone.

Methodology & Results To understand stakeholder perceptions, a Vision Survey was emailed to key stakeholders in the community

identified by the brand drivers. All questions were open-ended, allowing for a qualitative measure of

stakeholder perceptions. Many of the questions in the survey focused on the Olympic Peninsula’s direct

strengths, weaknesses, opportunities and threats. Other questions focused on brand perception, allowing the

respondent to translate the intangible elements of a brand into a tangible noun.

136 stakeholders responded to the survey. The top answers most reflective of

all stakeholders are shown below.

See Appendix A on the Research Report CD for the complete

Vision Survey results.

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VISION SURVEYOlympic Peninsula

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What adjectives would you use to describe the Olympic Peninsula?

• Beautiful

• Scenic, natural

• Lush, green

• Relaxing

• Diverse


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How do you describe the Olympic Peninsula to someone who has never heard of it?

• “A place to have your adventure. Mountains, rainforests, Olympic rivers, and the beaches of Puget

Sound all offer the settings for solace or adventure. From sea level to almost 8,000 feet on a mountain

peak, you can pick your odyssey.”

• “Because of the rainforest, it's like living in a terrarium with green all year around. The landscape is so

powerful it can literally take your breath away.”

• “It's a last vestige of paradise in our country. You're surrounded by mountains, a national park, and

water. On a summer day you can bike, work a full day, kayak, tend your garden, and still have a sunset

patio dinner with friends before you go to sleep.”

• “Quintessential Northwest natural beauty, serious fun maritime lifestyle, delicious local farm-grown

culinary delights, and funky, quirky locals.”

• “The beautiful corner of the country where natural beauty, Victorian history, and the arts have achieved

a perfect harmony.”

• “The Olympic Peninsula offers more diverse vistas and views in one area than probably anywhere in the

continental United States.”

• “You can go from mountains, to crashing waves at the ocean, from upland forest to rainforest, all in one

day. And all of these sites have wonderful access for people of all abilities. You can stay in regular

hotels or in quaint, delightful bed and breakfasts.”


28

In your opinion, what are the top three things on/about the Olympic Peninsula that

attract visitors?


o “Many of the Olympic National Park visitation spots.”

• Scenery and natural beauty

o “The scenic beauty – great for photography.”

o “The natural and undisturbed nature of much of the area.”

• Beaches and the ocean

o “The unparalleled beauty of the unspoiled beaches.”

• Proximity to Canada

o “Ease of making a big loop trip from Seattle to the Olympic Peninsula to Vancouver

Island, Vancouver to Whistler, and back to Seattle.”


29

What is the Olympic Peninsula’s greatest tourism asset?


o “As a single entity, Olympic National Park.”

o “The Olympic National Park and all of the activities that go with it.”

• Natural beauty

o “Its recreational beauty and wonderful Park.”

o “Its scenery, landscape diversity – jagged peaks, picturesque small ports, rainforest,

and organic farms – and uncrowded and unspoiled atmosphere.”

o “You don’t have to go far to find beauty. It’s everywhere.”

o “We have many outdoor activities in very natural, unadulterated settings.”


30

What are the biggest challenges currently facing the Olympic Peninsula as it relates

to growing tourism?

• Accessibility and transportation

o “Transportation access and access to the land.”

o “No matter how stunning the natural beauty, having an infrastructure that is rundown

will not bring repeat visitors.”

• Proper marketing / advertising

o “Shaping a cohesive/inclusive message of tourism opportunities and having

adequate funding for targeted promotions.”

o “Getting the word out that we have so much nature for everyone to see.”

• Accommodations

o “Few high quality services – no four star hotels.”

o “There is no variety in lodging choices.”


31

What are the biggest opportunities for tourism growth on the Olympic Peninsula?

• Capitalize on what is already available

o “Capitalize on recreation and visitor opportunities that are already here. We need to

provide diverse opportunities for visitors.”

• Marketing and advertising

o “Advertise the area’s natural attractions. Twilight opened the door – now we can

capitalize on what we have to offer!”

o “A collective effort in telling the story of the Olympic Peninsula.”

• Outdoor recreation activities

o “Development of winter recreation as a way to attract visitors from the other side of

the Puget Sound, out of state, and across the water in Victoria.”

o “Expanded options for experiencing the outdoors.”

o “Develop activities that encourage a return – wine tours, structured hikes and walks

in the Olympic National Park and our beaches, zip line, whale watching… promote

recreational sport fishing and surfing.”


32

What is the Olympic Peninsula’s reputation as a destination to visitors from outside

the Peninsula?

• "Beautiful, quiet place to enjoy a variety of outdoor activities and restaurants with local

foods."

• "Good in general, and very beautiful, but remote and out of the way. Many people also

seem unsure of what there is to do in the area."

• "Growing up near Seattle, I always thought of the peninsula as a wild-west tribal village.

Now, obviously that's an extremely narrow, uneducated view - I was very young, but, I do

believe the peninsula is a vastly unknown region to most."

• "It is a great place but you have to 'work' to get here and if you want to go from the Olympic

Peninsula to anywhere else it takes time. If you only have a limited amount of time for your

vacation, that's a problem."

• "Old properties, boring, nothing to do. If you like to read, it's a good place but if you want

action and nightlife forget it."

• "Usually when the Olympic Peninsula is mentioned, the comment back is: Oh, that's where

you take the ferry to Victoria, or some comment about Olympic National Park."


33

Describe the typical Olympic Peninsula visitor.

• "A couple aged 35-55 from large cities, both in the US and Europe, usually traveling alone.

Interested in outdoor activities and sightseeing. The other group is the sportsmen. Hunters

and fisherman exploring the rivers and forests in pursuit of that next big catch."

• "As an innkeeper at a B&B, we have had all age groups from 20-80. They all want to

experience the beauty around us including waterfalls, water views, and hiking amongst the

trees. Most travel in couples and a few travel in groups of 4-6. All want to see the area

because either they have never been here or they didn't get to see enough when they were

here last."

• "From East Coast, mostly older 50s and up, usually traveling as couples looking at a part

of the country they haven't seen."

• "Old, young, families, friends. From EVERYWHERE. In one summer as a waitress, I met

people from 18 different countries. Twilight, hiking, beaches, and the rainforest attract

people."

• "There are no 'typical' visitors. Our diverse environment attracts all kinds seeking

something away from the norm in their lives. It could be return to their youth or a first trip

to their own adventure to be."


34

What adjectives would you use to describe the following towns/areas on the

Olympic Peninsula?

Amanda Park & Quinault

• Beautiful

• Remote

• Wilderness

Clallam Bay and Sekiu

• Fishing

• Scenic

Forks / La Push

• Vampires, Twilight

• Beaches

• Logging

Neah Bay / Cape Flattery

• Beautiful, breathtaking

• End of the world

• Remote

Olympic National Park/Forest

• Beautiful

• Wild

Port Angeles

• Accessibility

• Depressed, rundown

• Commercial, industrial

Port Hadlock-Chimacum-

Norland-Irondale

• Rural, farms

• Small town


35

What adjectives would you use to describe the following towns/areas on the

Olympic Peninsula?

Port Ludlow

• Beautiful

• Marina, boating

• Relaxing

Port Townsend

• Victorian, historic

• Quaint

• Eclectic, folksy

Quilcene and Brinnon

• Quaint

• Small town

• Relaxing, quiet

Kalaloch & Hoh Rain Forest

• Beautiful

• Green, lush

• Unspoiled

Sequim

• Lavender

• Retirement

• Charming

Shelton/Mason County

• No idea

• Depressed, boring


36

What areas compete with the Olympic Peninsula for visitors? Why?

• "Oregon coast. Breathtaking scenery but coastal towns all make you feel welcome. Easy

access by Highway 101."

• "Other National Parks and wild areas are the closest competition. You can experience

spectacular mountain wilderness, old growth forests, adjacent beaches, and luxurious

comfort in a stone's throw of each other."

• "Seattle. Probably better known and easier to reach and visit."

• "Vancouver Island as you can get some of the same feel of the outdoors there with

Victoria being a good base of exploration."

• "Victoria because they too have a seaport and rich history. Eastern Washington because

of their wine and agricultural draw. We could promote those aspects more."


37

How does the Olympic Peninsula differ from other destinations in the Pacific

Northwest?

• "It has a magical rainforest, amazing local farms and food producers, miles of trails, the

sailing is awesome. In Port Townsend - incredible opportunities to vacation and learn.

The School of Woodworking, Centrum Arts workshops, Building a Kayak at the

Northwest Maritime Center.”

• “There's nothing this remote and our coast is rough, compared to Oregon, authentic,

wild enough and beautiful for all, but you can also find good restaurants, friendly people,

and clams on the beach.”

• "In addition to the mountains and proximity to the beaches, there are fewer people, less

traffic, and more opportunities for relaxing and quiet time. You can choose a quaint

experience or a luxurious experience.“

• "Surrounded on three sides by water, life here is slower-paced, the trees are taller, and

the sky is bluer. If you want to drop out of the virtual world, come to the Olympic

Peninsula. The small business spirit is alive and well: from farmers and chefs, to

winemakers and brewers."


38

Using just a sentence or two each, describe how the following aspects of the

Olympic Peninsula are important to its tourism identity.

OLYMPIC NATIONAL PARK

• "It brings people to our communities who wouldn't otherwise come here."

• "Once they make it to the Park, they wish they were staying in the area for much longer

than they planned."

• "Synonymous with the Olympic Peninsula for most people."

• "This is our most important and spectacular attraction, with the beaches as second

most important attraction."

• "We are identified with the Park and need to take advantage of it."


39



PROXIMITY TO SEATTLE

• "Close but not tarnished by the urban noise and dirt."

• "Close enough for a weekend."

• "Convenient day trip or overnight getaway, staycation, burning less fuel to 'get away.'"

• "Great, quick getaway. People should start saying: Let's go to the Peninsula, meaning

let's unwind, regenerate in its beauty and tranquility and ease of good food, music, and

other activities."

• "We are close enough for weekend trips, yet removed enough for city folks to fully feel

that they are 'getting away' when they come to the Peninsula."


40



RECREATION OPPORTUNITIES

• "Diversity, from the wet and salty to a river rapid run, climb a mountain, go camp all

done in one day."

• "One can rent a bicycle, a kayak or charter a boat. There are opportunities to take

lessons in sailing, survival skills, making pottery, fly fishing, cross country skiing, diving,

para sailing, etc."

• "Since this is a place very defined by its wild lands, recreating in those various

ecosystems is a huge draw to the Peninsula and one that is only moderately tapped into

and steadily growing."


41



WILDLIFE VIEWING

• "Got elk? Got eagles? Got salmon? Got steelhead? We do!"

• "If you live in the city, then every thing with fur that's not a dog, cat, or a raccoon is a

chance to learn."

• "It's important to maintain the wildlife so everyone can enjoy it for eternity."

• "Our diverse wildlife attracts people from all segments; retired birders, marine explorers,

families with children; salmon fishermen; hikers, technical climbers, you name it!"

• "There's an increasing percentage of people coming to view whales, bears, and birds.

We don't capitalize on that."

• "Wildlife abounds and is integrated into our daily lives. There are very few places in this

country where wildlife is part of our backyard."


42



DIVERSITY OF ECOSYSTEMS

• "Amazing diversity from whales to rain forests to mountains to coasts."

• "Cactus on the east of the mountains to the rainforest on the west, there are few places

in the world with as diverse an ecosystem."

• "Fantastic, but not really known until people get out here and realize how many things

there are to see!"

• "It's a treat for tourists to see the diversity up close and in nature. It's everywhere on the

Peninsula and all around us in the various ecosystems. No need to go too far to

experience the ecosystems. See a seal or otter outside your restaurant. See an eagle

being harassed by seagulls. See whales and harbor porpoise from a ferry."

• "This is a cool thing that one might not know about when they arrive, but once they

know, it will keep them coming back - offers so many possibilities of things to do."


43



FESTIVALS

• "Communities on the Olympic Peninsula surely will have a festival that pleases the

traveler, from lavender to seafood."

• "Events have become very important to enhance the tourism product and play an

important role to extend the summer season."

• "Festivals are nice, but people don't generally travel across the country to eat crab or

smell lavender. They're here for the nature.”

• "Very important, but most tourists from out of state don't know about them before they

come or they can't come because of the festivals selling out the hotels."

• "We have first-class, unique festivals that draw big crowds. The only problem I see is that

we will run out of capacity to host them."


44

If you were asked to take ONE picture of something on the Olympic Peninsula that

best represents the area as a whole, what would you take a picture of? Why?

• "A photo from a ridge top in Olympic National Park that shows the high mountains and

the valleys with deep forests and the water."

• "It cannot be done. We need at least three. Mt. Olympus, Hoh Rainforest, and the Pacific

Ocean to even begin to represent our varied offerings."

• "Port Angeles from the ocean toward the Olympics. It suggests vastness, unspoiled

terrain, and miles to see new things, all coupled with modern amenities."

• "The Olympic Mountains showing snow, open meadows, and forests on the hillsides."

• "An ocean beach with forest and mountains in the background. This would cover most of

the scenic views that are attractive to visitors.“

• “A picture of Port Townsend taken from the water with the Olympics in the background.”


45

If the Olympic Peninsula were a famous person, who would it be? Why?

• Teddy Roosevelt

o “Outdoorsman, rough and ready with a willingness to be exposed to the elements

and not needful of the urban amenities.”

• Robert Redford

o “A little rustic but nice to look at.”

• Jim Whittaker

o “Mountain climber, world adventurer, sailed his family around the world. Business

person (he started REI) and supporter of a clean and healthy world.”


46

If the Olympic Peninsula were a popular consumer product brand, what would it be?

Why?

• REI

o “Because people are looking at outdoor activities.”

• Patagonia

o “Environmental ethics, exploration, adventure, beauty.”

• Toyota

o “Reliable, family-friendly, eco-friendly, a bit of extreme sports, long-lasting memories.”


47

If you were to depict the Olympic Peninsula as a person, what would this person be

like?

• “35 years old, young but experienced and stable. Not married yet, not enough time to

divide his yearnings until he finds a love willing to share experiences. Wears denims and

hiking shoes. Hard-driving and dedicated to the changing person he is because that's

what ever changing nature is - there is no eternal eco system; they're always changing.

Issues are dealing with nature's changes, adapting to each new day's challenges. He

drives a Jeep, in keeping with his personality as both a convenient host and natural man.”

• “A 35-40 year old woman who is married with young children. The Olympic Peninsula is

wild and full of options and opportunity to explore and make your time here what you want

it to be. She may be an entrepreneur or a writer. We are a creative and flexible place. She

wears jeans or shorts with boots. She likely looks somewhat polished but "natural." She

wants to return to the simplicity. She rides a bike, drives a truck and likely knows how to

sail and surf.”

• “Open and friendly to all and only has positive things to say. Never defensive and is willing

to listen to everyone at all times. Kindness is this person's mantra. Willing to help and be

of assistance to any and everyone. Wise and gives advice.”


Rate the following descriptions based on how well they match your

idea of the Olympic Peninsula on a scale of 1-10. Where 1 does not match and 10 is an exact match.

48

6.26

6.99

7.34

7.36

7.36

7.59

7.80

7.96

8.22

8.49

8.74

8.76

9.06

9.63

Vibrant

Charming towns

Unspoiled

Pure

Preserved

Diverse

Surprising/unexpected

Authentic

Rural

Rugged

Recreational

Adventurous

Peaceful/relaxing

Scenic


PHYSICAL ASSET RATING: Rate the following Olympic Peninsula

attributes on a scale of 1-10. Where 1 is “poor” and 10 is “excellent.”

49

4.82

5.34

5.35

5.59

6.35

6.46

6.90

6.93

6.96

7.27

7.68

7.93

8.21

8.68

8.69

9.46

Meeting and convention facilities

Appearance of city/towns

Entertainment options

Signage

Quality of dining options

Lodging options

Arts and cultural assets

Overall quality of offerings

Recreation service providers

Family-friendly offerings

Appeal of area attractions

Breadth of recreation opportunities

Camping

Parks

Beaches

Scenic beauty


EXPERIENCE RATING: Rate the following Olympic Peninsula

attributes on a scale of 1-10. Where 1 is “poor” and 10 is “excellent.”

50

6.34

6.71

6.91

7.02

7.29

7.33

7.39

7.60

7.64

7.70

8.09

9.02

Accessibility

Knowledgeable front-line staff

Hospitality of front-line staff

Diversity of product

Affordability

Festivals and special events

Quality of experiences delivered by area attractions

Historic significance

Agricultural experiences

Overall value

Wildlife viewing experiences

Nature experience


51

As a fellow business or organization that promotes visiting the Olympic Peninsula,

what are your top two most effective marketing tools?

• Websites (majority)

• Social media (majority)


52

In which community do you reside?

• Port Angeles (majority)

• Forks

• Port Townsend

• Sequim


How long have you lived/worked on the Olympic Peninsula?

53

13.2%

16.0%

44.3%

22.6%

3.8%

Less than 5 years

5-10 years

More than 10 years

Most of my life

Don't live or work in the Olympic Peninsula


What is your gender?

54

33.7%

66.3%

Male

Female


Which of the following includes your age?

55

0.0%

0.0%

5.7%

16.2%

21.9%

30.5%

21.0%

4.8%

Under 18

18-24

25-34

35-44

45-54

55-64

65-74

75+

UNITED STATES TAPESTRY STUDYAn Introduction to Tapestry

For the past 30 years, companies, agencies and organizations have used segmentation to divide and group their

markets to more precisely target their best customers and prospects. This targeting method is superior to using

“scattershot” methods that might attract these preferred groups. Segmentation explains customer diversity,

simplifies marketing campaigns, describes lifestyle and lifestage of the residents and consumers and

incorporates a wide range of public and private data.

Segmentation systems operate on the theory that people with similar tastes, lifestyles and behaviors seek others

with those same tastes (hence the phrase “like seeks like”). These behaviors can be measured, predicted and

targeted. The Community Tapestry™ segmentation system combines the who of lifestyle demography with the

where of local neighborhood geography to create a model of various lifestyle classifications or segments of

actual neighborhoods, identifying distinct behavioral market segments.

Based on the foundation of proven segmentation methodology introduced more than 30 years ago, the Tapestry

system classifies U.S. neighborhoods into 12 larger LifeMode groups and within those 12 larger groups, 65 more

distinct market segments. Neighborhoods with the most similar characteristics are grouped together while

neighborhoods showing divergent characteristics are separated.

56

UNITED STATES TAPESTRY STUDYUnderstanding your customers (consumers), knowing customers’ shopping patterns, assessing the media

preferences of customers, cross-selling to customers, and successfully retaining existing customers for a lifetime

are just some activities that are supported by mining customer files. Some of these marketing activities include:

• Customer profiling

• Media targeting

• Direct mail

• Site analysis

The customer profiles reveal the demographics, lifestyles and product preferences of a community’s consumers.

Consumers can be visitors, residents or businesses, anyone who actively buys or sells goods in the community.

By understanding who its customers are, more appropriate responses can be formed to address their needs with

better messaging, products and services.

Said simply, the more you can learn about your customers (in this case your inquiries and visitors), the better you

can serve them, keep them and find more like them.

Copyright © 2004 ESRI Business Information Solutions. All rights reserved.

57

UNITED STATES TAPESTRY STUDYPurpose

A Tapestry Study was conducted to understand the target audience’s lifestyle in detail. This included complete

profiling reports for Olympic Peninsula residents and U.S. overnight visitors.

Methodology & Results

Tapestry represents the fourth generation of market segmentation systems that began 30 years ago. This

powerful tool classifies U.S. neighborhoods in several ways, including:

• LifeMode Groups:

o 12 summary groups based on lifestyle and lifestage

o Members share an experience (being born in the same time period, facing the same lifestage, having a

certain level of affluence, etc.)

• Community Tapestry Segments:

o 65 groups based on sociographic and demographic composition

o Considers income, occupation, educational attainment, ethnic origin, household composition,

marital/living arrangements, patterns of migration, mobility and communication, lifestyle and media

patterns

o Most distinct level of segmentation

58

UNITED STATES TAPESTRY STUDY

The results from the Tapestry studies can be classified into two main reports:

• Who Report:

o Profiles the demographic and lifestyle segmentation of the population

o Classifies the population in each of the ways outlined above and indexes the population under study

against national averages

• What Report:

o Provides a detailed profile of the core population for 37 separate lifestyle and media groups in over

2,200 sub-categories

o Each category is indexed against the average U.S. resident to determine whether a member of the

population under study is more or less likely to exhibit the specific behavior

Key findings from the Community Tapestry reports are shown on the following pages.

For the comprehensive Tapestry Who and What reports, please refer to the Research Report CD. For further

explanation of any data or methodologies used to analyze the Tapestry reports, please refer to the supplemental

Community Tapestry Handbook. An electronic copy of the Tapestry Handbook can be found at this link:

http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf.

59

http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf

TAPESTRY SEGMENT BREAKDOWN BY LIFEMODE GROUP

The following chart lists all 65 Tapestry Segments

under their respective LifeMode Group. The

percentages listed are representative of the entire

United States and not your community. As you

read about Olympic Peninsula Residents’ Profile

and U.S. Overnight Visitor Profile Segments in the

following pages, use the table as a guide when

matching those segments with their

corresponding LifeMode Groups.

For a detailed description of LifeMode groups as

well as Tapestry Segments, see the handbook

available at: http://www.esri.com/library/brochures/pdfs/tapestry-

segmentation.pdf

SEGMENT BREAKDOWN BY LIFEMODE GROUP % of U.S. Pop.

L1. High Society 12.7%

01 Top Rung 0.7%

02 Suburban Splendor 1.7%

03 Connoisseurs 1.4%

04 Boomburbs 2.2%

05 Wealthy Seaboard Suburbs 1.4%

06 Sophisticated Squires 2.7%

07 Exurbanites 2.5%

L2. Upscale Avenues 13.8%

09 Urban Chic 1.3%

10 Pleasant-Ville 1.7%

11 Pacific Heights 0.6%

13 In Style 2.5%

16 Enterprising Professionals 1.7%

17 Green Acres 3.2%

18 Cozy and Comfortable 2.8%

L3. Metropolis 5.3%

20 City Lights 1.0%

22 Metropolitans 1.2%

45 City Strivers 0.7%

51 Metro City Edge 0.9%

54 Urban Rows 0.3%

62 Modest Income Homes 1.0%

L4. Solo Acts 6.8%

08 Laptops and Lattes 1.0%

23 Trendsetters 1.1%

27 Metro Renters 1.3%

36 Old and Newcomers 2.0%

39 Young and Restless 1.4%

L5. Senior Styles 12.4%

14 Prosperous Empty Nesters 1.8%

15 Silver and Gold 1.0%

29 Rustbelt Retirees 2.1%

30 Retirement Communities 1.5%

43 The Elders 0.6%

49 Senior Sun Seekers 1.2%

50 Heartland Communities 2.2%

57 Simple Living 1.4%

65 Social Security Set 0.6%

L6. Scholars & Patriots 1.4%

40 Military Proximity 0.2%

55 College Towns 0.8%

63 Dorms to Diplomas 0.4%

L7. High Hopes 4.1%

28 Aspiring Young Families 2.4%

48 Great Expectations 1.7%

SEGMENT BREAKDOWN BY LIFEMODE GROUP % of U.S. Pop.

L8. Global Roots 8.2%

35 International Marketplace 1.3%

38 Industrious Urban Fringe 1.5%

44 Urban Melting Pot 0.7%

47 Las Casas 0.8%

52 Inner City Tenants 1.5%

58 NeWest Residents 0.9%

60 City Dimensions 0.9%

61 High Rise Renters 0.7%

L9. Family Portrait 7.8%

12 Up and Coming Families 3.4%

19 Milk and Cookies 2.0%

21 Urban Villages 0.8%

59 Southwestern Families 1.0%

64 City Commons 0.7%

L10. Traditional Living 8.8%

24 Main Street, USA 2.6%

32 Rustbelt Traditions 2.8%

33 Midlife Junction 2.5%

34 Family Foundations 0.9%

L11. Factories & Farms 9.5%

25 Salt of the Earth 2.8%

37 Prairie Living 1.0%

42 Southern Satellites 2.7%

53 Home Town 1.5%

56 Rural Bypasses 1.5%

L12. American Quilt 9.3%

26 Midland Crowd 3.7%

31 Rural Resort Dwellers 1.6%

41 Crossroads 1.5%

46 Rooted Rural 2.4%

60

http://www.esri.com/library/brochures/pdfs/tapestry-segmentation.pdf

TAPESTRY WHO REPORT | RESIDENT AND U.S. CONSUMER SEGMENTS

Tapestry Segments are the most distinct level of segmentation within the Tapestry System, dividing members of

the United States population into 65 groups based on sociographic and demographic composition. Tapestry

Segments take into consideration things like income, occupation, educational attainment, ethnic origin,

household composition, marital / living arrangements, patterns of migration, mobility, communication, and

lifestyle and media patterns.

The chart that follows illustrates delivery within all the Segments for Olympic Peninsula residents. The Segments

are organized by level of affluence – Segment One is the most affluent and Segment 65 is the least affluent

Segment.

61

Observation: Olympic Peninsula residents represent a variety of segments, with Rural Resort Dwellers

being the most distinguished of the segments.

62

19.7%

7.1%

26.4%

8.7%

6.9%

1 2 3 4 5 6 7 8 91

01

11

21

31

41

51

61

71

81

92

02

12

22

32

42

52

62

72

82

93

03

13

23

33

43

53

63

73

83

94

04

14

24

34

44

54

64

74

84

95

05

15

25

35

45

55

65

75

85

96

06

16

26

36

46

5

Tapestry Segments | Olympic Peninsula Residents

$$$ Affluence Range $

Top Resident Segments:

1. 31 Rural Resort Dwellers 26.4%

2. 15 Silver and Gold 19.7%

3. 33 Midlife Junction 8.7%

4. 26 Midland Crowd 7.1%

5. 49 Senior Sun Seekers 6.9%

63

31 Rural Resort Dwellers (26.4%) – Indexed 1771 against the U.S. average

• Favoring milder climates and pastoral settings, these residents live in rural nonfarm areas.

• The median age is 46 and the median HHI is $43,400; many are married with no children.

• There is little diversity.

• Modest living and simple consumer taste defines these residents who enjoy home improvement,

baking, listening to country music, and hunting.

• Financial and retirement related matters are a big concern for this group.

15 Silver and Gold (19.7%) – Indexed 2488 against the U.S. average

• Wealthy senior citizens with a median age of 58 and median HHI of $65,000+.

• Not ethnically diverse, these residents are educated and prosperous and have relocated in sunnier

climates.

• With the resources and free time to pursue their interests, they travel, read, and eat out frequently.

• Golf is a way of life for these residents who play the sport themselves, attend tournaments, and

watch the Golf Channel. They also enjoy deep-sea fishing, riding motorcycles, and reading books,

newspapers, and magazines.

TOP RESIDENT SEGMENT DESCRIPTIONS: The U.S. average sits at 100

64

33 Midlife Junction (8.7%) – Indexed 384 against the U.S. average

• Phasing out of their child rearing years, these residents are approaching retirement.

• The median age is 40 and the median HHI is $43,000.

• They live quiet, settled lives (typically in the suburbs) and spend their money carefully, shopping at

bargain stores such as Wal-Mart, Kmart, and JC Penny.

• They enjoy dining out, watching TV, tending to their gardens, reading newspapers and books, and

using the Internet to communicate with friends and family.

26 Midland Crowd (7.1%) – Indexed 213 against the U.S. average

• Largest market with nearly 4% of the US population.

• Majority in married-couple families, half with children and half without.

• Median age is 36 years and median HHI is $47,000/

• Rural location and traditional lifestyle fuels their do-it-yourself attitude when it comes to taking care

of homes and vehicles.

• A Chevrolet or Ford Truck is the vehicle of choice.

• High demand for children’s products. Very high TV viewership of NASCAR, fishing programs and CMT.

• Politically conservative; devoted pet lovers; domestic travelers; and dependent on fast-food, cell

phones and the Internet.



65

49 Senior Sun Seekers (6.9%) – Indexed 704 against the U.S. average

• Retirees who have permanently relocated to warmer areas or who move south for the winter.

• Median age is 51.5 and many are receiving Social Security benefits and retirement income.

• Travel long distances frequently, usually by car.

• Gardening and home improvement are hobbies.

• Television is part of their daily routine; enjoy reading the newspaper and books.

• Many do volunteer work as part of religious or veterans’ club activities.

• Enjoy swimming, walking, golfing, and bicycling.

CONSUMER PROFILE MAPPING| OVERNIGHT VISITORS (WORLD MAP)

66

CONSUMER PROFILE MAPPING| OVERNIGHT VISITORS (NATIONAL MAP)

67

CONSUMER PROFILE MAPPING| OVERNIGHT VISITORS (CANADA)

68

CONSUMER PROFILE MAPPING| OVERNIGHT VISITORS (REGIONAL MAP)

69

CONSUMER PROFILE MAPPING| TOP 10 U.S. OVERNIGHT VISITATION MARKETS

70

*Based on United States data from five lodging partners on the Olympic Peninsula. (Canadian

consumers were excluded because Tapestry only compares segments of the United States population.)

City State Reservations

1Seattle WA 691

2Olympia WA 135

3Tacoma WA 124

4Bellevue WA 121

5Portland OR 110

6Kirkland WA 78

7Renton WA 70

8Bellingham WA 68

9Redmond WA 68

10Port Ludlow WA 68

INQUIRY PROFILE MAPPING| TOP 10 INQUIRY MARKETS

71

City State Inquiries

1Seattle WA 133

2Houston TX 99

3Vancouver WA 95

4Portland OR 90

5San Diego CA 76

6San Antonio TX 72

7Chicago IL 70

8Las Vegas NV 70

9Tacoma WA 63

10Phoenix AZ 59

*Based on data from the Olympic Peninsula Tourism Commission’s Inquiry Records.

Observation: The U.S. Overnight Visitor Profile represents a wider range of Segments than the Resident

Profile, and exhibits upper and middle-range affluence levels.

72

19.7%

7.1%

26.4%

8.7%

6.9%

4.8% 4.8%5.9%

6.6%

5.0%

1 2 3 4 5 6 7 8 91

01

11

21

31

41

51

61

71

81

92

021

22

23

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

59

60

61

62

63

64

65

Tapestry Segments | Olympic Peninsula Residents vs. Overnight Visitor

Profile

Olympic Peninsula Residents Overnight Visitor Profile

$$$ Affluence Range $

Top Regional Segments:

1. 09 Urban Chic 6.6%

2. 07 Exurbanites 5.9%

3. 27 Metro Renters 5.0%

4. 03 Connoisseurs 4.8%

5. 06 Sophisticated Squires 4.8%

TOP U.S. OVERNIGHT VISITORS SEGMENT DESCRIPTIONS: The U.S. average sits at 100

73

09 Urban Chic (6.6%) – Indexed 473 against the U.S. average

• Professional couples living an urbane, exclusive lifestyle.

• Median age is 41 and median HHI is $82,000+.

• Travel extensively, maintain luxury cars, and embrace city life by visiting museums, attending dance

performances, and participating in civic activities.

• Frequently use PDAs and cell phones.

• Read multiple newspapers and magazines and shop at upscale establishments, preferring to buy

dress clothes over casual wear.

07 Exurbanites (5.9%) – Indexed 240 against the U.S. average

• Living beyond the urban fringe, Exurbanites prefer open space with affluence.

• Majority of residents are empty nesters, but the median age is 43. Median HHI is $80,000+.

• Consult with financial planners and track investments on the Internet.

• Listen to public radio, donate to PBS, and remain active in their communities.

• Enjoy golf, boating, hiking, kayaking, vacations, and working on their homes and gardens.

• Practical shoppers favoring Old Navy, Target, and L.L. Bean.

74

27 Metro Renters (5.0%) – Indexed 302 against the U.S. average

• Young, well-educated singles (1/3 have bachelor’s degree) beginning their professional careers in

large cities like NYC, Chicago, and L.A.

• The median age is 38 and the median HHI is $50,400.

• Favorite stores include Bloomingdale’s, Banana Republic, The Gap, and Macy’s.

• They work out regularly, buy organic food, attend concerts, enjoy dancing, and read books and

magazines.

• Surfing the Internet is important to this group who is always on the go.

03 Connoisseurs (4.8%) – Indexed 377 against the U.S. average

• Well-educated, married, wealthy, and self-employed at twice the national average.

• Median HHI is $115,000+ and median age is 45, although many couples still have children living

at home.

• Connoisseurs hire contractors for home improvement and gardening services to take care of the

lawn, but they live to grind their own coffee beans.

• Well-read and active in the community.

• Enjoy foreign and domestic travel, exercise and shopping at Nordstrom, Lord & Taylor, and Macy’s.


75

06 Sophisticated Squires (4.8%) – Indexed 193 against the U.S. average

• Enjoy cultured country living in newer home developments on the fringe of urbanized areas.

• Mostly married-couple families; approximately 40% have children varying in age from toddler to

over 18 years.

• Median age is 37 and median HHI is $79,000.

• Sophisticated Squires drive SUVs and Minivans. Cargo space is essential for the avid golfers and

for DIY projects.

• Very health-conscious; many own treadmills, join Weight Watchers, or take dietary supplements.

• They own their own tools and supplies to complete lawn and household projects.

• Sophisticated Squires shop at suburban classics such as L.L. Bean, Land’s End and Eddie Bauer.


TAPESTRY WHO REPORT | TOP U.S. TAPESTRY SEGMENTS

The charts below highlight the top Tapestry Segments for the Olympic Peninsula Resident Profile and for the U.S.

Overnight Visitor Profile.

Observations:

• The Olympic Peninsula Profile and U.S. Overnight Visitor Profile share two similar segments, indicating few similarities in

lifestyles and preferences between the two profiles.

• The top segments for the Resident Profile are concentrated in the middle income levels, while the Overnight Visitor Profile

leans more to the higher affluence end of the spectrum.

76

1 31 Rural Resort Dwellers 26.4% 09 Urban Chic 6.6%

2 15 Silver and Gold 19.7% 07 Exurbanites 5.9%

3 33 Midlife Junction 8.7% 27 Metro Renters 5.0%

4 26 Midland Crowd 7.1% 03 Connoisseurs 4.8%

5 49 Senior Sun Seekers 6.9% 06 Sophisticated Squires 4.8%

6 24 Main Street, USA 6.0% 15 Silver and Gold 4.8%

7 17 Green Acres 4.2% 02 Suburban Splendor 4.5%

8 30 Retirement Communities 3.3% 13 In Style 3.9%

9 14 Prosperous Empty Nesters 3.0% 17 Green Acres 3.7%

10 46 Rooted Rural 2.3% 23 Trendsetters 3.6%

Olympic Peninsula Residents Overnight Visitor Profi le

TAPESTRY WHAT REPORT | UNDERSTANDING

The What Reports can be found in their entirety on the Research Report CD. The following information can be

used as a guide to help you more fully understand the What Reports. When used correctly, this report will help

you gain a much deeper understanding of the consumer and inquiry populations and serve as a valuable tool for

developing tourism product and targeting marketing messages.

As explained previously, the Tapestry What Report provides a detailed analysis of the audience under study for

37 separate Lifestyle and Media groups (see list on page 60) in over 2,200 categories. Lifestyle and media

groups are very broad (“Shopping”) while sub-categories are much more specific (“shopped at The Gap in the

past 3 months”).

77

TAPESTRY WHAT REPORT | UNDERSTANDING THE REPORT

Complete list of all Tapestry Lifestyle and Media groups:

• Apparel • Internet

• Appliances • Leisure

• Attitudes • Mail/Phone/Yellow Pages

• Automobiles • Watch

• Automotive/Aftermarket • Read

• Baby Products • Listen

• Beverage Alcohol • Personal Care

• Books • Pets

• Cameras • Restaurant

• Civic Activities • Shopping

• Convenience Stores • Smoking

• Electronics • Sports

• Financials • Telephone

• Furniture • Tools

• Garden Lawn • Toys/Games

• Grocery • Travel

• Health • Video/DVDs

• Home Improvement • Miscellaneous

• Insurance

78

TAPESTRY WHAT REPORT | READING THE REPORT

All categories are indexed against the national average of people who exhibit that certain lifestyle trait. An index

of 100 is average, thus anything above an index of 100 is above average and anything below an index of 100 is

below average. The example below can help you understand this indexing system.

Note: The brands mentioned in the What Reports may not be present in the Olympic Peninsula area. Although they may not be

present in the area, seeking similar brands will be beneficial.

79

TAPESTRY WHAT REPORT | RESIDENT WHAT REPORT

Below you will find a summary of the What Report for Olympic Peninsula residents. The following pages contain

selected charts that highlight some of your consumers’ key preferences. For all of the results from the Tapestry

What Reports, refer to the Research Report CD.

• Internet: Likely to connect to the Internet from home with a dial-up modem, use the Internet to trade/track

investments, and purchase and item from Walmart.com. Less likely to use the Internet at a school/library or

visit a chat room.

• Leisure: Likely to be a member of AARP, have purchased a book at a warehouse store, and be a member of a

veterans club. Less likely to play chess or visit Six Flags.

• Listen: Likely to listen to classical, classic hits, and soft adult contemporary. Less likely to listen to urban or

Hispanic.

• Read: Likely to read boating magazines, two or more Sunday newspapers, and the editorial page. Less likely

to read music magazines or computer magazines.

• Watch: Likely to watch the Golf Channel, have a satellite dish from Dish Network, and watch NBC Meet the

Press. Less likely to watch MTV or BET.

80

TAPESTRY WHAT REPORT | RESIDENT WHAT CHARTS

81

Internet Index

Connection to Internet from home: dial-up modem 307

Internet last 30 days: traded/tracked investments 161

Purchased Item from walmart.com in last 12 mo 157

Used Internet in last 30 days: at school/library 65

Internet last 30 days: visited chat room 64

Leisure Index

Member of AARP 288

Bought book at warehouse store in last 12 months 277

Member of veterans club 198

Played chess in last 12 months 64

Visited any Six Flags in last 12 months 46

Listen Index

Radio format listen to: classical 207

Radio format listen to: classic hits 200

Radio format listen to: soft adult contemporary 184

Radio listening: urban 31

Radio listening: Hispanic 23

Read Index

Read boating magazines 372

Read two or more Sunday newspapers 218

Read newspaper: editorial page 209

Read music magazines 59

Read computer magazines 58

Watch Index

Watched last week: Golf Channel 305

HH has satellite dish: Dish Network 282

Watch TV aired once/wk: NBC Meet the Press 244

Watched last week: MTV 63

Watched last week: BET (Black Entertainment TV) 48

TAPESTRY WHAT REPORT | U.S. OVERNIGHT VISITORS WHAT REPORT

Below you will find a summary of the What Report for Olympic Peninsula’s Overnight Visitor Profile. The following

pages contain selected charts that highlight some of the overnight visitors’ key preferences. For all of the results

from the Tapestry What Reports, refer to the Research Report CD.

• Grocery: Overnight visitors are likely to shop at Whole Foods Market, Stop ‘N Shop, and Vons. They are less

likely to shop at IGA or Piggly Wiggly.

• Internet: Likely to own an Apple/Apple Mac clone brand PC, use the internet to trade/track investments, and

use the Internet to order airline tickets. Less likely to have purchased a home PC at a department store or

use the internet less than once a week.

• Leisure: Likely to have attended a classical music/opera performance, bought a book at Borders, and gone

to a wax museum in the last 12 months. Less likely to have played bingo or bought a lottery ticket in the last

12 months.

• Listen: Likely to listen to all news, public, and classical radio. Less likely to listen to urban and gospel radio.

• Read: Likely to read airline, travel, and business/finance magazines. Less likely to read baby magazines.

• Watch: Likely to watch Golf Channel, The Office, and BBC America. Less likely to watch Judge Mathis and

Divorce Court.

82

TAPESTRY WHAT REPORT | U.S. OVERNIGHT VISITOR WHAT CHARTS

83

Grocery Index

Shopped at grocery store/6 mo: Whole Foods Market 341

Shopped at grocery store/6 mo: Stop 'N Shop 284

Shopped at grocery store/6 mo: Vons 254

Shopped at grocery store/6 mo: IGA 65

Shopped at grocery store/6 mo: Piggly Wiggly 43

Internet Index

HH owns any Apple/Apple Mac clone brand PC 267

Internet last 30 days: traded/tracked investments 249

Ordered on Internet/12 mo: airline ticket 247

Purchased home PC at department store 71

Use Internet less than once a week 67

Leisure Index

Attended classical music/opera performance/12 mo 245

Bought book at Borders in last 12 months 220

Went to museum in last 12 months 217

Played bingo in last 12 months 86

Bought lottery ticket in last 12 mo: Instant Game 86

Listen Index

Radio format listen to: all news 334

Radio format listen to: public 286

Radio format listen to: classical 258

Radio listening: urban 61

Radio listening: gospel 42

Read Index

Read airline magazines 252

Read travel magazines 222

Read business/finance magazines 188

Read baby magazines 69

Light magazines 63

Watch Index

Watched last week: Golf Channel 210

Watch TV aired once/wk: The Office 173

Watched last week: BBC America 168

Watch Syndicated TV (M-F): Judge Mathis 48

Watch Syndicated TV (M-F): Divorce Court 46

ONLINE BRAND MONITORING STUDYPurpose

Over the years, brands (of products, of companies, of communities) have transformed from something that

identified products to something people identified with. Recently, the evolution of technology, especially internet

search engines, blogs, and social media has enabled widespread conversations to take place about brands in

online consumer communities. Understanding how these online conversations contribute to reputation is just as

important as understanding in-person conversations taking place between consumers.

The purpose of the Online Brand Monitoring Study is to gain understanding of the online reputation

(“conversations,” or content generated and consumed by people) centered around the Olympic Peninsula on

social media platforms. The Online Brand Monitoring Study reveals where online conversations are taking place,

the authors of such content, top keywords used online, and overall sentiment of the community and assets

within the community.

In the online space, consumer behavior is content, either created or consumed. Therefore understanding online

content (i.e. conversations) about a brand allows us to understand consumer behavior around that brand, at

least the consumer behavior that is occurring online. And because technology’s evolution has led to new

channels, networks, platforms and applications, it has also created an equal amount of new opportunities for

understanding and engaging with consumers.

84

ONLINE BRAND MONITORING STUDYMethodology & Results

Leveraging methods that combine the analytical power of online measurement and monitoring tools, the Online

Brand Monitoring Study examines social media content from a specific date and time (February 21, 2014). By

examining social media platforms, the Online Brand Monitoring Study identifies authors, online influencers, and

the content being generated around the Olympic Peninsula.

Online behavior is organized into five discrete types: Search, Visit, Mention, Join, and Engage. These behaviors

are monitored on the following platforms:

• Blogs (Livejournal, Typepad, etc.)

• Microblogs (Twitter, Plurk, Identi.ca, etc.)

• Video/Photo Sharing (YouTube, Flickr, etc.)

• Social Network (Ning, Facebook, LinkedIn)

85

ONLINE BRAND MONITORING

Keywords Searched

• Olympic Peninsula


• Ruby Beach

• Hurricane Ridge

• Hoh Rain Forest

• Lake Quinault

• Port Townsend

• Sol Duc Falls

• Olympic National Forest

• Lake Crescent

Terms To Know

• Strength – the likelihood that your brand is being discussed in social media

• Sentiment – the ratio of positive to negative mentions

• Passion – the likelihood that individuals talking about your brand will do so repeatedly

• Reach – the measure of the range of influence (number of unique authors divided by the total number of

mentions)

86

OLYMPIC PENINSULA SNAPSHOT

Observations

• Overall, there is a positive sentiment

about the Olympic Peninsula throughout

social media sites.

• At a 28% passion level, there is a lesser

chance those talking about the Olympic

Peninsula through social media will do so

continually.

• Leveraging the top sources – Friendfeed

and Ask – would aid the Olympic

Peninsula’s strength and reach to

improve the community’s online

presence.

87

3

3

2

2

2

2

2

2

2

2

Steve Bisig Photography

NEWUSIMMIGRANTS

Camera Box

Eagle Shield

Funding Resource Network

Jobs Available on Twitter

Market Traders Institute

Premier Business Centers

DP Exclusive Design

Kelly G Rogers

Top Authors

90

10

8

3

friendfeed

ask

google_news

wordpress

Sources

100%

0%

Sentiment

Positive

Negative

8%

28%

10:0

Reach 30%

Sentiment

Strength

Passion

OLYMPIC NATIONAL PARK

Top Sources:

• Friendfeed

• Ask

88

RUBY BEACH

Top Sources:

• Wordpress

• Friendfeed

Reach 16%

Strength 3%

Passion 65%

Sentiment 4:1

Reach 6%

Strength 2%

Passion 10%

Sentiment 2:1

HOH RAIN FOREST

Top Sources:

• Wordpress

• Friendfeed

89

HURRICANE RIDGE

Top Sources:

• Friendfeed

• Wordpress

Reach 8%

Strength 2%

Passion 0%

Sentiment 1:0

Reach 7%

Strength 2%

Passion 22%

Sentiment 1:0

LAKE QUINAULT

Top Sources:

• Wordpress

• Friendfeed

90

PORT TOWNSEND

Top Sources:

• Friendfeed

• Ask

Reach 6%

Strength 2%

Passion 0%

Sentiment 2:0

Reach 16%

Strength 9%

Passion 8%

Sentiment 6:1

SOL DUC FALLS

Top Sources:

• Photobucket

• YouTube

• Flickr

91

OLYMPIC NATIONAL FOREST

Top Sources:

• Friendfeed

• YouTube

• Flickr

Reach 33%

Strength 0%

Passion 46%

Sentiment 17:0

Reach 20%

Strength 1%

Passion 46%

Sentiment 4:1

LAKE CRESCENT

Top Sources:

• Flickr

• YouTube

92

Reach 20%

Strength 1%

Passion 46%

Sentiment 4:1

CONSUMER AWARENESS & PERCEPTION

STUDY

Purpose

The purpose of this study is to gain insight into consumer awareness, visitation and perceptions of the Olympic

Peninsula. The study was conducted in the Seattle-Tacoma-Bellevue, WA MSA and the Portland-Vancouver-

Hillsboro, OR MSA. The survey measures:

• Overall top-of-mind perceptions of the Olympic Peninsula and immediate competitors

• Consumer visitation trends (frequency and nature of visitation)

• Consumer visitation drivers (business, leisure, friends, and family)

• Strengths and weaknesses of the Olympic Peninsula with identified community attributes

• Measurements of Olympic Peninsula attributes

• Measurement of Olympic Peninsula strengths and weaknesses as a place to visit


An internet study was conducted among respondents in the Seattle-Tacoma-Bellevue, WA MSA (100 responses)

and Portland-Vancouver-Hillsboro, OR MSA (100 responses).

A total of 200 surveys were collected.

See Appendix B on the Research Report CD for the complete CAP Study results.

93

CAP STUDYOlympic Peninsula

94

2%

67%

31%

Not at all familiar Somewhat familiar Very familiar

UNAIDED

0%

100%

0%


AIDED

• Lack of familiarity was the terminating factor for the survey.

• 67% were Somewhat Familiar and 31% were Very Familiar without the aid of a map.

• Of the 2% who were initially Not at All Familiar, 100% were Somewhat Familiar after

viewing the map.

• 210 responses were collected for the CAP Study.

CAP STUDY

How have you heard about the Olympic Peninsula?

Other: A combination of the above

95

2%

3%

3%

3%

3%

6%

6%

19%

22%

32%

Social media

Other

Advertisement

Visitor Center

Event/conference/trade show

Website

Printed materials/brochure

Previous visits and experience

Word of mouth

Friend or family member recommended the area

CAP STUDY

96

When you first think of the Olympic Peninsula, what comes to mind?

• Rain Forests

• Beauty

• Mountains

• National Park

CAP STUDY

How familiar are you with the following cities/destinations on the Olympic Peninsula?

97

5.7% 9.5% 11.0%

24.3%32.9%

41.0% 43.8% 46.7%55.7% 56.7% 60.0% 61.0%

68.6%56.7%56.2% 52.9%

47.6%

45.7%

41.4%40.0%

42.9%30.0%

33.3% 28.1%33.3%

22.4%37.6% 34.3% 36.2%28.1%

21.4%17.6% 16.2%

10.5%14.3%

10.0% 11.9%5.7% 9.0%



When you first think of the following areas/destinations on the Olympic Peninsula, what

comes to mind?

98


• Nothing

• The Prison

• Oysters


• Seafood

• Don’t Know


• Rain Forest

• Beauty

• Hiking

Port Angeles

• Ferry Port

• Small Town

• Beautiful

Forks/La Push

• Twilight (movie)

• Rain

• Beach

Port Townsend

• Quaint

• Ferry

• Shopping

Sequim

• Seafood

• Lavender

• Dry

Neah Bay/Cape Flattery

• Fishing

• Ocean

• Native Americans

Port Hadlock-Chimacum-

Nordland-Irondale

• Nothing

• Fishing

• Beauty


When you first think of the following areas/destinations on the Olympic Peninsula, what

comes to mind?

99

Amanda Park and Quinault

• Beauty

• Lake Quinault

• Native Americans

Port Ludlow

• Water

• Boats

• Nothing


• Fishing

• Ocean

• Prison

Olympic National Park

• Beauty

• Rain Forest

• Hiking

CAP STUDY

Select the destination from the list below that you feel best matches each description.

100

15.2%19.5% 22.4% 22.9%

35.7% 37.6%

62.4%25.2%

8.6% 5.2%

15.2%

5.2%5.7%

1.9%

6.2%

19.5%

4.3%

5.7%

12.4% 10.0%

3.3%

8.1%11.0%

23.8%

20.0%4.8%

19.5%

2.9%

4.3%

6.7%8.1%

3.3%

4.3%

5.2%

20.0%

12.9%7.1% 8.1%

11.0%14.8%

3.3%

1.4%

2.9%7.6% 5.7%

2.9% 2.9%

3.3%

1.4%

25.2%20.0% 22.4% 19.0% 20.0%

15.2%6.7%

Best for Outdoor

Adventure

Most diverse

(scenery and

activities)

Most Peaceful Most scenic Best Road Trip Most Appealing

Overall

Best Beaches

Oregon Coast Mt. Rainier, WA Vancouver Island, Canada San Juan Islands, WA

Long Beach Peninsula, WA North Cascades, WA Snohomish County, WA Olympic Peninsula, WA

CAP STUDY

BEST MATCHING DESCRIPTIONS: Based on your perceptions of the Olympic Peninsula, how

would you rate the following descriptions on a scale of 1-10?

101

5.74

6.13

7.64

7.79

7.89

8.00

8.00

8.12

8.29

8.47

8.77

Agricultural

Culinary experiences

Rural

Remote

Rugged

Inspiring

Diverse landscape

Adventure

Peaceful/relaxing

Outdoor recreation

Scenic

CAP STUDY

Have you ever visited or been to the Olympic Peninsula in your lifetime?

102

89%

11%

Yes No

CAP STUDY

Why have you not visited the Olympic Peninsula? Choose all that apply.

103

0%

4%

4%

4%

4%

8%

13%

21%

25%

25%

67%

No nightlife

Too remote

Not interested in what it has to offer

Prefer visiting other outdoor recreation areas in WA

Prefer visiting other outdoor recreation areas in the PNW

Other

Can’t afford it

Requires too much time

Unaware of things to do there

Too far away

Plan to visit in the future

Other: No particular reason

CAP STUDY

What would make you more likely to visit the Olympic Peninsula? Choose all

that apply.

104

Other: Undisclosed

13%

13%

17%

21%

21%

21%

25%

29%

29%

33%

46%

46%

Nightlife / music

Easy-to-follow itineraries

More arts and culture

Other

More shopping variety

More outdoor recreation opportunities

More dining

Festivals and events

If a friend or family member recommended it

More lodging options

Better promotion of available offerings

Discounts or package deals

CAP STUDY

VISITATION QUESTIONSThe following questions were posed only to respondents who indicated

that they have visited the Olympic Peninsula.

105

CAP STUDY

How many times have you visited the Olympic Peninsula in the past three years?

106

33%

24%

9%

13%

21%

One time

2-3 times

4-5 times

6 or more times

None

CAP STUDY

How many times have you visited the Olympic Peninsula in the past three years? By city.

107

27.37%

27.37%

7.37%

15.79%

22.11%

38.46%

20.89%

9.89%

10.99%

19.78%

0% 10% 20% 30% 40% 50%

One time

2-3 times

4-5 times

6 or more times

None

Portland metro Seattle & Tacoma metro

CAP STUDY

How long was your last stay on the Olympic Peninsula?

108

27%

16%

27%

12%

14%

4%

Less than a day

One night

Two nights

Three nights

Three – five nights

More than five nights

CAP STUDY

How long was your last stay on the Olympic Peninsula? By city.

109

29.47%

16.84%

26.32%

8.42%

15.79%

3.16%

24.18%

14.29%

28.57%

15.38%

12.09%

5.49%

0% 5% 10% 15% 20% 25% 30% 35%

Less than a day

One night

Two nights

Three nights

Three - five nights


Portland metro

Seattle & Tacoma metro

CAP STUDY

If you return to the Olympic Peninsula, what would be your desired length of stay?

110

7%

12%

25%

19%

31%

6%

Less than a day

One night

Two nights

Three nights

Three – five nights


CAP STUDYWhich description below best describes your lodging preference for staying on the

Olympic Peninsula?

111

6%

9%

9%

12%

14%

17%

33%

All-inclusive resort

RV

Vacation rental

Cabin

Bed and breakfast

Camping

Hotel/motel

CAP STUDYWhich description below best describes your lodging preference for staying on the Olympic

Peninsula? By city.

112

8.42%

13.68%

15.79%

36.84%

7.37%

11.58%

6.32%

8.79%

19.78%

12.09%

28.57%

10.99%

13.19%

6.59%

0% 10% 20% 30% 40%

RV

Camping

Bed and breakfast

Hotel/motel

Vacation rental

Cabin

All-inclusive resort

Portland metro


CAP STUDYWhat was the primary purpose of your most recent trip?

113

1%

1%

1%

1%

2%

2%

2%

3%

3%

4%

4%

5%

5%

6%

8%

11%

12%

13%

Attend a meeting or conference

Attend a festival or event

Attend sporting event

Agriculture / drink-related

Other

Dining

Go shopping

Business (other than a meeting or conference)

Leisure vacation

Visited a rain forest (in Olympic National Park)

Take a ferry

Visit Canada

Passing through

Visit a specific town on the Peninsula

Visited a beach (in Olympic National Park)

Visit family/friends

Outdoor recreation

Drive the Olympic Peninsula Loop

Other: Hiking trip, hot springs, visit family cabin


114

What was your perception of the Olympic

Peninsula before you visited?

• Positive (92%)o “I like the area; it’s beautiful.”

• Negative (1%)o “Cold.”

• Neutral (8%)o “It’s okay.”

17%

83%

Did your perception of

Olympic Peninsula change once you visited?

Yes

No

97%

3%

Did your perception change in a positive or

negative way?

Positive

Negative

What changed your perception?

• “The scenery.”

• “The beauty. More than I ever imagined!”

• “The general energy is very tranquil and the

people are quite neighborly.”

• “I heard good things previous to visiting, and

experiencing it was completely different. Fell in

love with the area and can't wait to return.”

CAP STUDY

Which of the following communities/areas did you visit during your most recent trip? Choose

all that apply.

115

Other: Undisclosed

4%

4%

4%

8%

8%

11%

11%

11%

12%

21%

28%

39%

43%

53%



Port Hadlock-Chimacum-Nordland-Irondale

Amanda Park and Quinault

Port Ludlow

Other


Neah Bay / Cape Flattery


Forks / La Push

Sequim

Port Townsend

Olympic National Park & Olympic National Forest

Port Angeles

Olympic National Park

CAP STUDYWhile you were visiting the Olympic Peninsula, which of the following did you do?

Choose all that apply.

116

Other: Undisclosed

2%

3%

4%

4%

6%

6%

8%

8%

8%

9%

9%

10%

18%

23%

28%

30%

31%

34%

34%

37%

39%

54%

Attended a meeting or conference

Attended a sporting event

Visited or attended an arts and cultural event/venue

Visited a Cidery

Conduced business (other than a meeting or conference)

Attended a festival or event

Visited Fort Worden

Visited a Winery

Visited a Lavender Farm

Other

Visited a farm or farmers market

Visited a museum

Visited family/friends

Went shopping

Participated in Outdoor Recreation

Drove on the Olympic Peninsula Loop

Visited a beach (in Olympic National Park)

Visited Olympic National Park

Visited a rain forest (in Olympic National Park)

Took a ferry

Visited Olympic National Forest

Ate at a restaurant

Visited Olympic National Park

CAP STUDYPlease rate only the outdoor recreation experience(s) you participated in on your

most recent visit on a scale of 1-10.With 1 being “poor” and 10 being “excellent.”

117

5.89

6.11

6.14

6.25

6.58

6.81

6.83

7.42

7.43

7.51

7.69

7.91

8.34

8.38

8.53

8.55

8.65

8.79

Surfing

Rafting

Skiing/snowboarding

Golfing

Kayking/canoeing

Mountain Biking/Cycling

Rock Climbing

Swimming/diving

Watched Salmon

Birdwatching

Fishing/shell fishing

Sailing/Boating

Camping

Wildlife Viewing

Visited a Rain Forest

Visited a Lake

Hiking/Backpacking

Visited a Beach


118

In the Pacific Northwest, what are the top 3 places, in your opinion, to participate in the

activity/activities that you rated in the previous question?

• Olympic Peninsula National Park

• The Oregon Coast

• Mt. Rainier

CAP STUDY

PHYSICAL ATTRIBUTE RATING: Based on your past experiences, how would you rate the

following community attributes of the Olympic Peninsula on a scale of 1-10?With 1 being “poor” and 10 being “excellent.”

119

7.07

7.15

7.24

7.41

7.53

7.72

7.84

7.85

7.86

8.14

8.36

8.37

8.49

9.13

Shopping variety

Arts and cultural venues

Meeting and convention facilities

Dining options

Signage

Lodging options

Walkable downtowns

Appearance of cities/towns

Recreation service providers

Appeal of area attractions

Family-friendly offerings

Camping options

Recreation opportunities

Scenic beauty

CAP STUDY

EXPERIENCE RATING: Based on your past experiences, how would you rate the following

experiences on the Olympic Peninsula on a scale of 1-10?With 1 being “poor” and 10 being “excellent.”

120

7.65

7.69

7.93

8.11

8.18

8.46

8.47

8.86

Festivals and special events

Affordability

Accessibility

Knowledgeable staff

Hospitality of staff

Quality of experience delivered by area attractions

Uniqueness

Nature experience

CAP STUDY

Did you utilize any of the following resources in planning your trip?

121

2%

2%

6%

7%

9%

11%

13%

17%

23%

31%

51%

Prior experience

AAA

Official Olympic Peninsula Travel Planner

Other

None of the above

Facebook/Twitter

Individual Community Site on the Olympic Peninsula

TripAdvisor

Official Olympic Peninsula Region Website

Visitor Center on the Olympic Peninsula

Olympic National Park Website or Guides

Friends and Family

Other: AAA, none, past experience

CAP STUDY

ALL RESPONDENTS

122

CAP STUDY

Which of the following is most important to the Olympic Peninsula’s identity?

123

2%

3%

3%

5%

8%

21%

25%

32%

Other

Cape Flattery

Rural/more open space

Proximity to Canada

Proximity to Seattle

Olympic Peninsula Loop/Ideal Road Trip

Diverse scenery/ecosystems in a compact area

Connection to nature

Other: Rain, oyster growing

CAP STUDY

Which of the following is most important to the Olympic Peninsula’s identity? By city.

124

24.76%

3.81%

34.29%

20.00%

9.52%

2.86%

3.81%

0.95%

24.76%

2.86%

30.48%

22.86%

5.71%

7.62%

1.90%

3.81%

0% 10% 20% 30% 40%

Diverse scenery/ecosystems in a

compact area

Rural/more open space

Connection to nature

Olympic Peninsula Loop/ideal road trip

Proximity to Seattle

Proximity to Canada

Cape Flattery (most northwest point in

the continental U.S.)

Other

Portland metro



125

In your opinion, what is different about the outdoor recreation offerings of the Olympic

Peninsula compared to other destinations in the Pacific Northwest?

• “A lot of history and culture, and the diversity is amazing. Rainforests, a national park,

beaches, and a mountain range all in one area.”

• “The availability of various modes of water transportation.”

• “I like that you can drive from a great urban area such as Seattle to the Olympic Peninsula

in such a short time. You can see a lot of various sites both urban and rural/forest in a

short trip. This is nice if you don't have a lot of time and/or money. There is something for

everyone to enjoy.”

CAP STUDY

Which of the following levels match your total household income?

126

13%

24%

24%

18%

14%

5%

1%

1%

less than $24,999

$25,000 - $49,999

$50,000 - $74,999

$75,000 - $99,999

$100,000 - $149,999

$150,000 - $199,999

$200,000 - $249,999

more than $250,000

CAP STUDY

What is your gender?

127

50%

50%

Male

Female

PERCEPTION STUDY

Purpose

The purpose of the Perception Study is to gain an in-depth understanding of the brand perceptions of the

Olympic Peninsula among important target audiences. What do these constituents of the brand have to say

about the area as a place to visit?


North Star consultants conducted perception interviews via telephone. The targeted audiences included state

and regional tourism industry professionals and competitor communities. Questions were phrased to gather

qualitative information. An executive summary for the data is provided on the following pages.

128

PERCEPTION STUDY

129

How would you describe the Olympic Peninsula’s current reputation? What is it most

known for?

“Their reputation is relatively good, known for forests, oceans, native culture, and small

cities. Forks and Twilight come to mind. Natural beauty.”

“I was surprised by all the clear cutting along the highways; I was expecting it to be lush and

green. The resorts were wonderful – Lake Quinault, Lake Crescent. The Peninsula is the Hoh

Rain Forest, wonderful, old resorts and beautiful beaches. Forest/rain forest – has kind of a

historic feel. There are also fun things like the animal farm, lavender farm, Port Townsend,

and Forks. I spent the night before it became popular.”

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known for?

“Known for Olympic National Park. Also, Twilight. It has been a recent thing.”

“Because I follow them on Facebook, I see them as an outdoor recreation destination.

Secondly, an events place. They have great events – Wooden Boat festival.”

“It has natural beauty. Well known.”

“Olympic Peninsula is really utilized a lot more in the boating world above all else. Next door

to Olympic Peninsula don’t see much marketing coming up towards the Olympic Peninsula.

We could reach out to those places more and spend money down there.”

“The Olympic National Park and the Rain Forest.”

“Most known for Hurricane Ridge, Hoh Rain Forest, Forks – Twilight.”

“Most known for the mountains – number one destination attraction. People are looking for

that escape.”

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known for?

“It’s viewed as an outdoor mecca. Outdoor activities and beautiful scenery. It is also known

for the former timber industry that ended in the 80s, which resulted in economic difficulty.”

“Rain Forest.”

“There are a number of things. The Olympic Mountain range is a four season destination. The

Olympic National Park is a very well-known and visited destination. Neah Bay is certainly off

the beaten path, but people go up quite a bit. The east side towns, the Hood Canal side, is

very well-traveled.”

“Lots of interesting destinations. Port Townsend, Port Angeles and Sequim.”

“Hiking, forests, spotted owls and now vampires.”

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known for? “The coastline, mountains. I think there may be some fear of not knowing where they are going or how to get there.

They don’t know they could go a northern or southern route – just not the middle. They also don’t know the

difference between the highways – funky how 101 works. People always ask for better maps. GPS will work, but

they’re not sure how to get to where they are going. Cell phone signal drops constantly. If you don’t have Verizon, it

won’t work. Tangible paper is still important. Lake Crescent and Ruby Beach – most don’t know about it. They don’t

know about the ferry to Victoria. Cheap and fast.”

“Too much unknown. Visitors have all been there at least once for a school trip, but most haven’t been back. Walla

Walla trip is just as far. If you’re trying to target Seattle residents – need to target them when they are visiting other

destinations. Could be doing that weekend in Western Washington. I think they could be a better destination with

advertising. They are not getting information out to the fringes. Not everyone takes the ferry over. People want to

do the Olympic Peninsula Loop, but the literature isn’t in Long Beach or even in Seattle.”

“People have an aha-moment – gosh, it’s been years since I’ve been to the Olympic Peninsula. Jewels of the North

West that you can’t get anywhere else. A lot of fun facts – rains shadow, rain forests – so many people don’t know

about resources. Eastern WA/Eastern OR – call Seattle the coast. Many don’t understand that the Olympic

Peninsula is out there. Northern Washington is not known for Pacific Coast like Northern Oregon. They may want to

put out Chinese Literature at Seattle Airport. The Chinese are big on travel agencies – don’t come and just get a

car. They want planned, exact things to do.”

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Which city in the region or asset do you find has the most appeal to potential visitors?

“City: none comes to mind but assets are the mountain range, hiking/outdoors, Lake

Quinault, the Pacific beaches, and Hoh rain Forest.”

“Visitors come to Seattle for the metropolitan experience, and venture out into nature from

there.”

“It depends on what people are interested in. It has an even mix of scenic beauty and town

centers.”

“Outdoor areas – the rainforest and the mountain area. Hurricane Ridge – it’s absolutely

gorgeous – the national park is phenomenal. Something I would jump on to promote is the

National Park.”

“Definitely Port Townsend – charming, Victorian town – with lots to offer.”

“Port Angeles – it’s the largest city and the jump off point for ferries going into British

Columbia. Sequim is situated in an area that gets a lot of sunshine. It’s an anomaly within

the Olympic Peninsula, and it’s known for that.”

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Which city in the region or asset do you find has the most appeal to potential visitors?

“Forks, because of Vampire/Twilight. Other than Forks, Port Angeles, and Port Townsend, I

don’t think people are that familiar with the cites. Culinary aspects of the region – the loop –

are a draw. Local foods and local wine seems to be popular.”

“Hoh Rain Forest has the most appeal. I grew up in Oregon – moved up WA in 2000. I knew

the Olympic Peninsula for that.”

“Olympic National Park – not a specific city. It’s a non-city destination.”

“I think Sequim has huge potential because of lavender and the rain shadow thing. Port

Angeles needs a little sprucing up. It has a lot of potential, but it’s not there yet. On the West

Side/Pacific Ocean – no big cities, but spectacular scenery. A lot of foreign visitors find that

really unique – rain forest. Sequim is best positioned to really shine.”

“The north east side has the most appeal. There are festivals in Sequim. Lake Crescent and

Lodge in Port Angeles too. The wine Industry in that area puts on three annual events as

well.”

“Port Townsend – it is a very historic town. Goes back to the 1800s and has lots of interesting

events throughout the year.”

“Besides Twilight – the forests and getting to see big trees.”

PERCEPTION STUDY

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In your opinion, how does the Olympic Peninsula differ from the other destinations in

the Pacific Northwest?• “Lots of rain and fog/mystique. Twilight adds to that.”

• “Every place is different…it has a major National Park experience. The Loop around is a draw,

but it takes a long time and most don’t understand how long it will take.”

• “People feel it’s more rustic. The negative impression is that there’s nothing there. People

don’t see it as a whole – lots of different attractions. Music, food, cider, wine.”

• “Unique aspects – mountain and rain forest. Kitsap focuses on water trail and water aspects.

Olympic Peninsula can do a lot more because of their geography.”

• “You have everything in one specific geographic location – ocean, mountains, farms. It’s a

great representation of the entire PNW.”

• “It really boils down to the rain forest. It is the only temperate rain forest in North America –

very unique selling proposition. It has a beautiful, rugged coastline; it’s remote and more

difficult to get there. It’s more difficult to get there because of the Olympic Mountains. It’s a

destination – not a pass through.”

• “The Olympic National Park.”

PERCEPTION STUDY

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In your opinion, how does the Olympic Peninsula differ from the other destinations in

the Pacific Northwest?• “They have the Rain Forest – no other state has them in the Lower 48, truly unique. The

beaches are incredible and different from the South Washington Coast or the Oregon coast.

That sense of wild and wide open spaces.”

• “It has mountains – not everywhere has mountains. It’s probably more natural than other

destinations. Some of the competitors have been built up and remodeled. It’s more of a place

to go for wildflowers, wildlife and scenery.”

• It’s the only destination that has a marketing organization in such a rural area. There’s

Seattle, Spokane, bigger, urban DMOs. I can’t think of anywhere else that is as scenic,

recreational, or rural. That sets it apart. Mt. Rainier could be positioned that way as well.”

• “The Rain Forest is one unique thing that others don’t have – in WA and in the country.”

• “They have huge strengths. They seem to have a larger area – more to do. You could hike,

sail, go kayaking, shop, attend arts festivals, and so on. Visitors could spend a month there

and never get bored. I love the fall – especially September and October.”

• “It’s darker, older, and ‘realer’.”

PERCEPTION STUDY

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In your opinion, how would you rank Olympic Peninsula as a place to visit compared to

other outdoor recreation destinations in the Pacific Northwest? • “On a scale of 1 to 10, with 10 being highest, and there being a list of “The Top Ten

Recreation Places in the PNW”, it would be in the top five.”

• “Higher from the Seattle perspective. Easy to get to, all you need is a car, and it’s not as

crowded as Mt. Rainier.”

• “High. There is so much diversity among the landscapes.”

• “At the top. One of the biggest selling points is the National Park. Three National Parks and an

active volcano, orcas – all within a half day’s drive. They’re the top sellers.”

• “Rank it in the Top 10 for sure. Whenever I talk about WA – I mention this. Maybe even top 5.

Mt. Rainier, Mt. St. Helens, Seattle, San Juan Islands, the Olympic Peninsula and Wine

Country – all must see places.”

• “Second or third. San Juan, Mt. Rainier and then Olympic Peninsula.”

• “For hiking – it’s number one. You can hike to lakes, through the rain forest, hikes that include

elevation, around the river where it’s flat, or an ocean beach in the sand; it’s a hiker’s dream.”

• “One of the highest – rank it very high. San Juans are beautiful, but it takes a lot of effort to

get there and actually explore. San Juans: go there once in a while. Getting to the Peninsula is

much easier and more to do.”

PERCEPTION STUDY

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In your opinion, how would you rank the Olympic Peninsula as a place to visit

compared to other outdoor recreation destinations in the Pacific Northwest? • “The Olympic Peninsula experience is predominantly relaxing.”

• “When you’re talking about key destinations, the urban destinations rise to the top. Vancouver

BC, Seattle, Portland – those are the top in my mind. But if you’re talking about natural

destinations, I would say it’s within the top 5. Distance and access are barriers. Other places

are quicker to get to. If I had limited time I would go elsewhere.”

• “It certainly wouldn’t compare with ski areas in other parts of WA. I could compare it with

outdoor camping, visiting farms, and definitely hiking and boating.”

• “It is a must see. It takes a little effort getting to it – but always worth it.”

PERCEPTION STUDY

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How would you say that most outsiders refer to the Olympic Peninsula? What’s in their

vernacular?• “Not OP. Hip is all hype out there. Olympic Peninsula.”

• “Some call it Olympia, North Olympics, or Olympics.”

• “Not sure.”

• “Olympic Peninsula.”

• “OP is an insider term. Most people say the Olympic Peninsula.”

• “The Olympic Peninsula or the Olympic Mountains, but those are within the Peninsula. The

Hoh Rain Forest gives people a mental picture. Otherwise, people don’t know what the

Olympic Peninsula means.”

• “Observations: I think people that are from far away call it the Olympic Peninsula. Locals get

irritated with local media who grew up in San Francisco – they constantly refer to the Kitsap

and the Olympic Peninsula as the same thing – they’re two very distinct regions. They mistake

the areas as one and the same. Key Peninsula/Kitsap Peninsula are often also mistaken.”

• “I’ve heard people say the OP – could be California or East Coast. OP would be a term that

maybe those in NW would understand. Olympic Peninsula gives you a destination.”

PERCEPTION STUDY

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If you were charged with solely promoting the Olympic Peninsula what would you focus

on?• “Magic & mystique via the forests, native heritage, local legends and lore.”

• “Getting the right people out there.”

• “Food and wine.”

• “Focus on natural aspects. Think day to weekend travelers – focus on the Kitsap Peninsula folks

that can come out for a day, or the Seattle crowd that would come out for a long weekend.

Emphasize local tourism.”

• “They do a great job of working with Seattle. If there were a way for them to get out and attend

things like the International Trade Shows or Sales Trip – it would be great for them. When Seattle is

out doing things, that’s one of the areas that everyone is asking about. Budget to do more

outreach.”

• “ I don’t see a lot of advertising per se for the Olympic Peninsula. It used to be more so in old WA

state visitor guides. Not seeing it as much anymore – really focus on rain forest.”

• “ I think that they should focus on families. Sequim has a reputation for being a retiree community.

They are doing a ton of highway construction. There is so much traffic in the summer. I think family

vacation market is an opportunity – instead of going to Disney Land. Currently, they’re not getting

info.”

• “The website needs to be improved. I don’t get the sense of everything that the Peninsula has to

offer from the website. Could be improved. When I go to the website, it doesn’t give me the

excitement and splendor of the Olympic Peninsula. There is an opportunity to improve there.”

PERCEPTION STUDY

141


on?• “I know they are doing some culinary loops and waterfall loops, but maybe they need to stick

to one thing. I would think that the rain forest would be a year round attraction. San Juan tries

to stick to islands and whales. That’s what is most unique to them. They’ve been promoting it

year round. Olympic Peninsula doesn’t have enough funding to do marketing in the winter;

just do campaigns March-October. Everything else, hopefully consumers can find on the

website and through social media.”

• “Probably the naturalness. I think a lot of people are looking for that. You can see wildlife in

their natural habitat, wildflowers, and beautiful scenery.”

• “They need to have a comprehensive voice. Have some pieces like waterfall map and others,

but they don’t look like they are coming from the same places. It’s not cohesive. It needs to

say Olympic Peninsula at the top of every brochure and look similar but capture separate

audiences.”

• “Money comes from lodging, but people don’t come for lodging, they come for activities. They

need to flip that mindset.”

PERCEPTION STUDY

142


on?• “Natural assets – focus on scenery and outdoor activities. I also would think about the

growing culinary industry – wine and food. Think about outdoor activities that may not be

known like paddle boarding.”

• “Access to unspoiled nature. The Rain Forest is otherworldly and so unique. Focus on that and

really target outdoor recreation enthusiasts. Nature lovers for sure– it’s a bucket list kind of

place. The downside is that it’s a rain forest. The perception is – do I really want to be in the

rain my whole vacation? Because of that – people who live in Puget Sound think they get

enough rain. If you want to get away, you want to get away from the rain. You want something

different from a weather perspective. So that’s a hurdle – they need to sell proximity and

access to places that aren’t as rainy in the region.”

• “The forests, history, and logging culture.”

PERCEPTION STUDY

143

Who should the Olympic Peninsula be attracting? (Demographic, personality, niche

market, geographic market)?• “Outdoors folks.”

• “Everybody. It’s great for weekends, outdoor enthusiasts, families. There is something for

everyone. People think that there’s not much going on, and people think it’s farther away than

it is.”

• “The age group between 25-55. The average Washingtonian is a very active person. A very

outdoor group of people live here – boating, hiking, as long as they can do it outdoors.

Financially speaking, the Seattle Market. Looking from there – Tacoma, Bremerton.”

• “Travelers that come from overseas. It’s their 3rd or 4th trip to the U.S. They’re comfortable

driving. They tend to be slightly older, higher income and education level, really want to

explore and not go racing by on a bus. They really get to know the area. They’re an Ideal

demographic.”

• “It could appeal to everyone. Olympic Peninsula has variety. Its two main wonders are the rain

forest and the beautiful beaches. Rain forest just sounds intriguing – moss and greenery. A

lot of people from outside Pacific Northwest are amazed by how green it is. Maybe visitors in

the summer from hot states – Arizona, Texas and Florida are good targets.”

PERCEPTION STUDY

144


market, geographic market)?• “The outdoor adventure traveler. Hikers would be number one.”

• “Those with disposable income. I’ve seen different travelers throughout the years – early

spring breakers, snow birds before Memorial, after Memorial everyone is traveling, labor Day

drops in volume, and then we get retirees that want to travel in the off season. Fall season:

Seattle and Northwest are great for September and October. Winter: see more families.”

• “I recently saw the culinary loop on the Olympic Peninsula – the Pacific Northwest is seen as

this real resource of seafood – oysters and salmon. Olympic Peninsula needs to capitalize on

the culinary aspect more – right off the beach dining, cooking lessons, shell fishing, etc.”

• “What’s so great about the Olympic Peninsula is it that it attracts so many different visitors.

For instance, the Park itself and the beaches attract younger people. Hikers and really

outdoorsy people, avid travelers. The other areas that attract older – baby boomers – they

kind of have the luck of the draw. Events attract families. Consider the arts and all the

performances at Fort Worden – there is just a gold mine on the Olympic Peninsula. It doesn’t

come through on the website itself. Olympic Peninsula is in a very luck-oriented position.”

• “Outdoors enthusiasts, nature lovers, and families as well. Those looking for a weekend

getaway (short distance from Seattle).”

PERCEPTION STUDY

145


market, geographic market)?• “Active, outdoor adults. Even families – there’s something for everyone.”

• “I don’t know who their current visitor is. I would guess that it’s not just Puget Sound –

probably reaching visitors from an international pull. It’s almost one of those 7 wonders of the

world type of places. The struggles: expanding the Canadian visitor. British Columbia has lots

of access to nature, mountain, whale watching and fishing. They have that opportunity to

bring Canadians in, but they can’t get them just because of the nature thing. They already

have it. It might be interesting to people from the places that are hot and dry and flat –

southwest or the central U.S. That’s an experience to come and be in the cool, rainy climate. It

could be pretty appealing.”

• “Families, singles, couples – all ages. There’s tremendous opportunities for all. Something in

that region for every age.”

PERCEPTION STUDY

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What do you find most intriguing about the Olympic Peninsula area?• “The diversity of options. You can spend as much or as little time as you want out there.”

• “The unique ecosystems that are so close together. You have the coastal areas, then go down

the road and see the Hoh Rain Forest. You have a lot of great forests in the NW, but nothing

compares to the Rain Forest. Then there’s Sequim: no rain vs. Pacific Side – totally different.”

• “It’s really fascinating, the different pockets of weather – sunny Sequim, rainy rain forest, and

beaches where the waves are crashing. The variety of ecosystems is just fascinating. I don’t

think many people know about the Native American connection; that’s something that could

be marketed.”

• “You can go up there and look out onto the water and see the mountains, the forests, and

absolutely fall in love with the place. There is a kind of spiritual element to the place because

it is so beautiful. It’s not a static place, It’s a very vibrant community. The organization of

promotion is pretty advanced. You have Centrum arts community – a countywide alliance.

They put on a premiere arts program. The town seems to be vibrant – and not a ton of

turnover. Some of the stores have been there for decades. Great local involvement too.

Wonderful place. I’ve hiked many times up there, there is a lighthouse at the end of the Spit –

New Dungeness Lighthouse on nature preserve. One of the most amazing experiences is

walking on shore with wildlife following you. You’re spiritually blind to not see it as a unique

experience.”

PERCEPTION STUDY

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What do you find most intriguing about the Olympic Peninsula area?• “I’m attracted to small towns. Olympic Peninsula has a lot of historic, authentic communities.

And the scenery.”

• “The fact that, unlike other locations in the state, the saltwater/tidal waters surround the

Peninsula – it’s very intriguing and very affordable. That is very different from other parts of

Washington.”

• “The land and history.”

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148

What is the most under-promoted or under utilized asset on the Olympic Peninsula?

What about that asset should be promoted?• “Not sure…tribal history?”

• “Diversity. People focus on scenic aspect, but there is so much more. For example, high

quality food.”

• “It’s a shame that most people don’t take the time to really explore. People don’t visit areas

that aren’t on the main loop. There are opportunities to promote those areas more.”

• “Lake Crescent isn’t promoted, nor is Lake Ozette.”

• “Focus on smaller details. The experiential traveler is more prevalent – they want to

experience things – they don’t just want to go to a museum and look at an exhibit. Kayak and

go on a picnic. Forks: going to settings in the book. Volunteer vacations – those are what

people are looking for. The Culinary Loop has been popular. People like that idea, now

present those opportunities.”

• “There are top areas that may be under promoted. Sequim has a terrific downtown, a

wonderful historic Main Street, great weather, and hardly any rain fall. A best kept secret.

Townsend gets a lot of the fanfare. While Port Angeles could use some spiffing up. It’s known

as an industry town/lumber town. They could develop what there is to do for visitors more.”

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What are the destination’s biggest challenges?• “Isolation, rain.”

• “General lack of awareness – everyone knows Mt. Rainier, but people only know Olympic

Peninsula by word of mouth.”

• “ It doesn’t seem exciting to outsiders. There’s more draw to other areas. It has a lack of

promotion in general.”

• “I guess they are probably very diverse and have a much larger geographic area of members

to make happy. It needs to have a more narrow focus. Make sure that everyone is on the

same page, and then get them here. Ease of travel is another issue. It should take top priority.

People do have to take a ferry from Port Townsend. Get started at the top of the Peninsula.

For San Juan, there are only 3 ways to get there – ferry, boat or plane. Make sure people

know the gateways.”

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What are the destination’s biggest challenges?• “Distance from big cities.”

• “Don’t see a lot of emails coming out of there. Email marketing is really expected. I

subscribed, but do not get a lot of emails. A more story based destination would be great.

That’s what people and tourists relate to.”

• “Examine where visitor centers are located and what days and hours they’re open.

Sometimes they’re not open on the weekend, and it could be a problem for newcomers trying

to find maps and information. That would be one particular issue to look at. Whenever I’ve

driven up that way, I’ve always been able to find a center that is open. Some of the smaller

places like Hoods Port, Shelton, Neah Bay – maybe it’s harder to get information there.”

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Where are the areas of greatest opportunity?• “The magic of the land and heritage.”

• “Offer geographic information - information on the various towns and what they offer.”

• “Food and wine. Fresh, local ingredients. Promotion of the very high quality meals. Port

Ludlow gives vouchers for local farms, guests pick what they want from the farm, bring it back

to restaurant for the chef to prepare; it’s just a good idea to think about.”

• “Try a Rain Forest Trail, in addition to a waterfall trail. Talk more about the rain forests.”

• “Getting there. The distance is difficult to manage. It’s a time commitment.”

• “Available lodging. There are a lot of mom and pop lodging options. A lot of lodges are only

open seasonally, and the area needs to be more diverse. Something like a Great Wolf Lodge

would draw a lot of families.”

• “There’s a lot to offer the foodies. Culinary events/packages would be a draw.”

• “What’s there that’s no where else? Promote those assets.”

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What is missing from the destination that, if added, would help attract more visitors?• “Nothing comes to mind off hand.”

• “Organization. There’s always other people that think they can do the job better. Smaller

organizations jockey for the same funding. Little organizations may hurt the umbrella

organization as a whole. We should join forces and really go at it. If you go to Tri-Cities or

Walla Walla area, they’re able to do a lot more and promote the entire area. The budgets on

this side are a lot smaller. They’re funded by tax payers at the end of the day. Unique areas

can be worked on. The Olympic Peninsula is not a very wealthy area. That makes it difficult.”

• “Infrastructure and more accommodation choices. Part of the Olympic Peninsula appeal

causes this to be a catch-22, but there are times in July and August when everything is full.”

• “It’s hard to find restaurants, if you’re not right within cities. The biggest complaint about

Washington is signage. A dining guide would be helpful. Maybe add a grocery store –

something on the Culinary Loop.”

• “I’m not familiar with the situation, but family-friendly lodging would help. I know it’s hard, but

dining is important. It’s hard to sustain in the off season, but it’s really important year round.”

• “Lodging.”

• “Can’t think of anything. Everything is there.”

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Would you agree that the Olympic Peninsula Loop is seen as a top road trip in the

Pacific Northwest? “• “Indeed.”

• “I think it’s unknown – people are unaware of how long it takes. A little sketchy on the west

side of the loop – not much out there.”

• “It’s a good idea – but not communicated in a way that makes people want to do it.”

• “Not familiar. I have driven it many times – not thought about as a loop. Have some really

great spots all along the way. AJ’s in Port Ludlow – fantastic! All of those towns offer great

things.”

• “Yes. Europeans come in drive the loop, then go down to San Francisco. The Cascade Loop

goes over both sides of the mountains. Similar timeframe. A lot of people will spend a week to

do it. Another loop is Seattle, Mt. Rainier, Mt. St. Helens, and then back through the wine

country. “

• “Wouldn’t be something she was aware of, I don’t hear people talking about it.”

• Not by the name. Road 101 does loop around the Peninsula. 101 Loop would know.”

• “YES.”

PERCEPTION STUDY

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Would you agree that the Olympic Peninsula Loop is seen as a top road trip in the

Pacific Northwest? “• “I do think it of as a loop. I did a half loop – two sided square. Could talk about it maybe in a

different way – Rain Forest Loop/Beach Loop.”

• “Yes. The loop is pretty big – people don’t think of it that way.”

• “A lot of people see it as a loop, but it’s an 8 hour loop. A hard pill to take for a day tripper.

I’ve taken friends and have done it. Do the whole thing and come back through Olympia.

Matter of breaking it into pieces; that’s easier. You see three different regional areas –

between the coastlines: the rain shadow, rain forests, and high peaks: seeing Victoria and Mt.

Rainier. Spend two to three days on the Peninsula because you’ll want to break it up.”

• “I don’t see it promoted as a top road trip, but it certainly is. Friends in Portland will say –

‘going up to the Peninsula.’ Of course, it’s beautiful. There is a Cascade Loop and Scenic

Byway. I see materials for that all the time. In the last year, I saw a big promotion of the

Twilight series in NW Washington. Fairly successful social media program. Don’t know about

what they’ve done with those ‘likes’ since then.”

PERCEPTION STUDY

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How important is it that the Olympic Peninsula is home to the northwestern most point

in the contiguous U.S.?• “Really? Claims to such fames are so yesterday. Move on. In other words on a scale of one to

ten… a minus 3.”

• “Yes. I tell that to all of my guests and suggest that they visit it. It does take 14 hours round

trip from Seattle.”

• “Point of interest, but not drawing a lot.”

• “Unique selling point. Most people are familiar with it.”

• “There is a certain interest in that. I had a group out there last fall, went up to Cape Flattery

and hiked out to the end. They were really excited. The fact that they can’t drive to it does limit

it some. But that’s also part of the allure. Definitely something that people take note of. It’s a

very amazing ‘end of the world as we know it.’”

• “It’s extremely important. It’s fabulous. It is the upper left-hand corner of the lower 48. An

important part of that is someone can jump on a ferry in Port Angeles and inside of 2 hours

be in British Columbia. Strait of Juan de Fuca is also important. It’s critical to the upper-left

hand corner – central part of the loop.”

• “Not very, but it’s a good tidbit.”

PERCEPTION STUDY

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In your opinion, are most residents in the Pacific Northwest familiar with the amount of

diverse ecosystems that exist on the Olympic Peninsula?• “Moderately so, but rain perceptions trump them all.”

• “No. I wouldn’t know if I didn’t have this job. Most who live in PNW never get out there.”

• “No. People are jaded toward scenic beauty.”

• “Yes. Probably heard about it from friends and family.”

• “Most people in Washington would know. Outsiders may be aware of it, considering that

travelers are increasingly more concerned with the environment and want to travel to unique

places that they won’t find anywhere else.”

• “Yes.”

• “Not sure. I am just because I visit. A lot of time when people think of the Olympic Peninsula –

they think of the Park and Port Townsend.”

PERCEPTION STUDY

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Would you agree that the Olympic Peninsula is a mystical place? Why or why not?• “It’s promoted by the Twilight series, and the lady of the lake story, but for the most part it

isn’t promoted as mystical.”

• “Yes. It’s easily forgotten and visitors don’t know what it has to offer. I live here and every year

I think about going to Hurricane Ridge. Every time I go to the National Park it’s different. The

rain forest is different every time depending on the weather.”

• “Yes. There is something about it just being in the forest; it’s so majestic. It has a way of

putting you as a human being in your place. It helps you realize that you’re just a very small

part of this world because the Peninsula has been there for thousands of years.”

• “Yes. Because of the rain forests, greenery, and the beautiful beaches. When you see pictures

of the beaches, big skinny rocks sticking up, really their beach is more interesting because of

those formations compared to just a regular beach. I wanted to go back and visit the north

county. I’ve seen pictures showing the formation. Mystical is a good word.”

PERCEPTION STUDY

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Would you agree that the Olympic Peninsula is a mystical place? Why or why not?• “A little. Forks is helping with that and the rain forest.”

• “Yes. Really good word. Mystical evokes fog, and all the things that relate to the rain forest.

Also applies to the Native American part. It’s not overdeveloped. It’s still very much the way

it’s been for thousands of year. Full of mystery and discovery.”

• “Definitely. I’ve experienced it myself, it’s mystical and spiritual. There is something about the

area that just touches people. It has a lot to do with nature and the absolutely beautiful

surroundings. It also has to do it with the people there - they are so friendly. I’m touched by

how friendly they are; I can’t help but be when surrounded with beauty. Olympic Peninsula

really has a tremendous amount of things to offer, yet it offers a niche. The niche is the

beauty of nature and strong historic sense of place. Great sense of place.”

• “There are a lot of international FAM tours. They visit Seattle and put the FAM Trip together.

FAM tour groups are seeing San Juan and Olympic Peninsula together. When people come in,

talk about the loop in general – Vancouver, Seattle, and San Juan’s.”

• “It is definitely mystical; look at the Native American history and logging history.”

COMPETITIVE ANALYSIS

Purpose

To better understand what the Olympic Peninsula’s competition is currently offering in terms of delivering the

tourist experience.


North Star reviewed each of the following destinations’ communication materials to compile a short synopsis of

their tourism attributes. The materials reviewed include but are not limited to the destination’s website, the CVB

website, area attraction websites, as well as other communication materials such as brochures and visitors

guides.

TOURISM

Mt. Rainier, WA

Vancouver Island, Canada

San Juan Islands, WA

Oregon Coast, OR

Long Beach Peninsula, WA

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MT. RAINIER, WAPositioning Lines:• CVB: None found.

Marketing Messaging:• The Mt. Rainier visitors site markets the region as the perfect setting for a

unique vacation. It not only promotes the Park’s scenic beauty and natural

assets, but the surrounding communities as well.

• The site also emphasizes the Park’s accessibility, noting that it is only a

short drive from Seattle, Tacoma, Olympia, Portland, and Yakima Valley,

and less than two hours away from both Sea-Tac and Portland

International Airports.

• The site heavily promotes the diversity of activities that the region has to

offer. An entire section of the website is dedicated to providing

information regarding activities based on particular seasons. Here you can

find information regarding hiking, mountain biking, fishing, snowshoeing,

cross country skiing, etc.

• The site offers users a variety of sources for information. In addition to the

information located on the website, there are links to the organization’s

Facebook, Twitter, and YouTube pages, and an e-mail newsletter. There is

also a tool to book lodging directly on the homepage.

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MT. RAINIER, WA

Visuals:• The website has a very strong sense of visual branding.

• Unsurprisingly, the most heavily emphasized asset is Mt. Rainier. Both the top banner and the logo utilize

prominent images of the mountain. There are also several other photos of the peak throughout the site.

• There is a slideshow in the center of the homepage that displays images of both the region’s natural assets

and commercial attractions such as spas and hotels.

• The site uses a color scheme of earth tones – tan, brown, and forest green – which reinforces the sense of

the outdoors.

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VANCOUVER ISLAND, CANADAPositioning Lines:• CVB: None found.

Marketing Messaging:• The Vancouver Island visitors site heavily markets the diversity of the

region’s ecosystems. It highlights outdoor assets such as mountains,

beaches, oceans, wildlife, and old-growth rainforests, as well as the

attractions of its cosmopolitan centers, including shopping, dining,

and lodging.

• The area’s accessibility is also emphasized. It highlights the

convenience of the airports in Victoria and Comox, the island’s close

proximity to Vancouver and Seattle, and availability of charter float

planes and B.C. and Washington State ferry systems.

• The site offers several pages of information regarding outdoor assets,

which are organized based on land or water activities.

• The site offers electronic copies of an official Visitors Guide, Outdoor

Guide, and Lodging Guide. There are also links to the organization’s

Facebook, Twitter, and YouTube pages. They also offer a free

eNewsletter.

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VANCOUVER ISLAND, CANADA

Visuals:• The website has a strong sense of visual branding.

• There is a very large slideshow that takes up the entire top half of the homepage. It displays images of both

natural assets and cultural attractions such as wineries and restaurants. There are also large banners at the

top of each subpage that display images of various natural assets.

• The color scheme – blue and white – serves to evokes thoughts of water and water-related activities.

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SAN JUAN ISLANDS, WAPositioning Lines:• CVB: None found.

Marketing Messaging:• The San Juan Islands visitors website primarily promotes the region’s

outdoor assets. It emphasizes whale watching, kayaking, hiking, biking,

boating and fishing. In addition, the site promotes cultural attractions

such as spas, restaurants, art galleries, and shops.

• While the site does not discuss the Islands’ accessibility in terms of

convenience (one needs to take a ferry or seaplane to get there), it

markets it as “half the fun” of the trip. Through these modes of

transportation, visitors are exposed to unique views and experiences.

• The site offers additional information in the form of a downloadable

visitors guide, an eNewsletter, and links to the organization’s Facebook,

Twitter, and YouTube pages.

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SAN JUAN ISLANDS, WA

Visuals:• The website has very prominent visual branding emphasizing its natural assets.

• The homepage has a slideshow which displays images of the various natural settings (ocean, forest,

mountains) and there are various other photos of natural assets throughout the site. In addition, the bottom

of the page is a watercolor painting of the ocean with mountains behind it.

• There is also an entire page devoted to a photo gallery, which includes pictures of both natural and cultural

assets.

• The color scheme – light blue and white – serves to evoke a sense of the ocean.

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OREGON COAST, ORPositioning Lines:• CVB: “The People’s Coast.”

Marketing Messaging:• The Oregon Coast website does not have any marketing narrative,

but provides information regarding attractions and lodging in a

directory format. In this regard, outdoor and cultural assets are

emphasized equally.

• There is no mention of the region’s accessibility.

• There is a page of the website titled “Stories from the People’s

Coast” which provides more in-depth information regarding

particular assets in the region such as the best beaches, local

breweries, and whale watching.

• Additional information about the region is provided through email

newsletters, requested visitor guides, and Facebook, Twitter, and

YouTube pages.

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OREGON COAST, OR

Visuals:• The site has a very strong sense of visual branding.

• The homepage has a slideshow which displays photos of both natural and cultural assets. There are also

various other photographs throughout the site.

• There is a map of the coastline on the left side of the site with all of the various communities in their

respective geographic locations. Clicking on a name will lead users to a profile of the selected community,

including information and photographs.

• The primary color of the website is a sandy yellow/tan, evoking a sense of the coast.

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LONG BEACH PENINSULA, WAPositioning Lines:• CVB: “Discovery Awaits!”

Marketing Messaging:• The Long Beach Peninsula CVB site markets the community as a

beach for families, teens and children. The site highlights the fact that

there are so many things to do, see, learn, taste and explore on the

Peninsula. Homepage navigation easily directs visitors to categories

depending on their needs – Play, Stay, Eat, Shop, Explore, Events.

• The site also highlights the fact that it is home to three state parks

and a wildlife refuge center.

• There is no mention of the town’s accessibility.

• The site offers additional information through a free vacation planner,

an events calendar, an information phone number, and Facebook,

Twitter, and YouTube pages.

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LONG BEACH PENINSULA, WA

Visuals:• The website has a strong sense of visual branding.

• The top banner showcases photography of a wide range of assets from food to scenery to attractions, and

changes with each new page. The photography helps support the line that there are many things to discover in

Long Beach.

• The logo utilizes an abstract wave. This symbol reinforces the sense of a beach town.

• The site is primarily tan, blue and green. This color scheme reinforces the elements found on a beach – sand,

water and greenery.

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COMPETITIVE ANALYSIS SUMMARY

What do these communities share in common? What differentiates them?

• All of the sites made reference to their natural assets – particularly their beaches.

• While Oregon Coast and Long Beach Peninsula play up their natural assets graphically, they

do not make them the primary focus of their sites.

• Oregon Coast and the Long Beach Peninsula were the only sites to not have any sort of

marketing narrative, but it did provide a great deal of information.

• All of the sites had the same sources for additional information, though San Juan Islands was

the only one that offered a means of booking activities on their homepage.

• All of the sites were very up-to-date and easy to navigate.

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INSIGHTSWhere The Brand Should Be

The Insights portion of this process comprises the emotional and subjective sparks – gleaned from our intellectual

and objective research – that point like a compass to the strategic position that best supports the Olympic

Peninsula’s goals.

Olympic Peninsula’s primary goals include defining the following:

• Drivers for visitation to the region

• Effective marketing strategies to inspire identified visitor markets

• A brand position establishing the region as the premier Washington vacation destination for outdoor

enthusiasts

With these objectives in mind, we need to focus the branding strategy in the markets that will be most receptive to

the brand communications. Furthermore, the brand strategy must differentiate the Olympic Peninsula in the region

and increase awareness and regard within the community and beyond. This differentiation must remain in keeping

with the personality perceived by stakeholders, residents and visitors.

Using the research gathered as fodder for thought, our insights come from asking numerous, provocative

questions:

• What emotional attachments can the brand hold for the consumer?

• How does the brand fit into his or her lifestyle?

• How can the brand best be used to redefine perceptions?

• How can the brand stand out in the marketplace?

These insights will become the framework of our creativity on behalf of the brand.171

INSIGHTS

As a child, we are taught that the world is our oyster. We have the

ability and the freedom to do anything or go anywhere and achieve

to our full potential.

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INSIGHTSWe are constantly aiming to discover what we were put on this beautiful earth to do and how to live life

to the fullest each and every day. Some people pray, some meditate, some read, some write, some

pursue further education, some focus on good deeds, while still some others will travel to the far ends

of the earth experiencing all the world has to offer.

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INSIGHTS

For centuries in pursuit of finding our ultimate purpose in life, people have been retreating into nature

to discover something greater than themselves. For some, that search includes finding their life’s

purpose, for others it’s a quest to reach a higher power, while others are just pursuing an inner peace.

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INSIGHTS

Throughout history, these stories of people retreating into nature have transcended races, cultures, religions,

and beliefs.

A few examples throughout history include:

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“The earth has music for those who listen.”

- George Santayana

INSIGHTS

The walkabout. It is an aboriginal custom in Australia where a man disconnects from his daily routine

and embarks on a solitary journey across the desert and country on a spiritual quest. This quest is

unaided – the man must find his own way – with only the help of a spiritual power.

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INSIGHTS

Henry David Thoreau. The goal of his spiritual journey by Walden Pond was to disengage from worldly

distractions and live simply to discover everything he could about human nature.

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INSIGHTS

Native Americans. In some Native American cultures, a Vision Quest is a rite of passage. The quest is solitary

and involves a person spending one to four days and nights in the wilderness. This retreat allows the person

to gain insight into themselves and the world, typically in the form of a dream or vision.

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INSIGHTS

Mick Doge. Mick has spent the last 25 years living off the land on the Olympic Peninsula. Reportedly, he

learns from the spirits of the land – allowing the earth to teach him.

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INSIGHTS

From research, we found that today everyday explorers still value the connectedness that they feel when

they retreat from worldly distractions and get back in touch with nature. As evidenced by the rise in

experiential tourism, visitors want to get away from the everyday and really experience a place. See it, touch

it, feel it, hear it, even taste it.

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“It needs to be hard to get here. The reward is in the

journey.”

- Quote from Research

INSIGHTS

According to research and confirmed by Mick and National Geographic, the Olympic Peninsula is just the

place for someone looking to get closer to nature. It’s when we get back to nature that we discover the

most about this great big world we live in and we really get to know ourselves.

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INSIGHTS

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What is it about connecting with nature that allows us to

connect deeper with ourselves?

INSIGHTS

In nature, we discover solitude.

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Solitude

“You can experience things here by yourself – without other travelers influencing your experience. This is your moment to get out and be away.”


INSIGHTS

We find that nature is inspiring.

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Inspiration

“People travel to be inspired. The Olympic Peninsula experience inspires

travelers. They leave changed for the better.”


INSIGHTS

We discover the natural beauty of the earth surrounds us.

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Natural Beauty

“The Olympic Peninsula offers access to unspoiled nature. The Rain Forest is

otherworldly and so unique. It’s a bucket list kind of place.”


INSIGHTS

We discover the complexity of nature.

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Complexity of Nature

“When travelers visit the rain forest and it’s raining…they’re delighted! When

they visit and it’s not raining…they’re still delighted!”


INSIGHTS

We are able to experience firsthand the wonders of wildlife.

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Experience Firsthand the Wonders of Wildlife

“There is something about the area that just touches people. It has a lot to do

with nature and the absolute beauty of your surroundings.”


INSIGHTS

We realize that the world is immense. We discover that for centuries other explorers have made this same

journey before us.

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That Others Have Made this Same Journey Before Us

“The Park itself is so huge and undeveloped that you really feel that you’re the

only person on the planet. That sort of touches you in a different way – in your

soul – it’s like you’re an explorer. You’re the first person exploring that area.

It’s so immense, untouched and rugged.”


INSIGHTS

What we discovered from the research is that a visit to the Olympic Peninsula is a visit that allows you to

truly experience nature. You’ll leave feeling completely restored – you’ll regain a piece of yourself that was

previously lost in the hustle and bustle of everyday.

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INSIGHTS

Mother Nature has a way of putting people in their place –quietly reminding visitors that that while the world

may be their oyster – sometimes the pearl is in their own backyard. The Olympic Peninsula is the pearl. It’s a

place so special, it outshines everyone else.

With that in mind, let’s explore how these insights have been articulated into a one-sentence brand platform.

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STRATEGIC BRAND PLATFORMNorth Star funnels these strategic insights for the brand into a single sentence, the brand platform which can be

used as a guide for creative expressions and implementation initiatives ensuring consistency and relevance.

Target Audience For those on a quest for sublime serenity and scenery,

Frame-of-Reference the Olympic Peninsula lives in the northwestern most point of the contiguous

United States,

Point-of-Difference where she presents timeless landscapes that shimmer with a mystical,

otherworldly beauty

Benefit allowing you to transcend the ordinary.

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BRAND PLATFORM RATIONALE

For those on a quest for sublime serenity and scenery,

• We are searching for those that want to explore the region. The solitude of the Olympic

Peninsula allows visitors to experience nature without the distractions of other tourists.

• The word “quest” was selected because we want to communicate that to truly experience

the Olympic Peninsula, travelers need to devote at least 3 days to traveling the Loop.

• Sublime is a powerful word. It connotes something so beautiful that it inspires great

admiration or awe. The Olympic National Park is a World Heritage Site. As a destination,

you have the authority to say the Olympic Peninsula’s beauty is truly one-of-a-kind.

• Throughout research, we heard about the peacefulness of the region. As a Peninsula

you’re secluded. The Olympic Peninsula offers Seattle residents an escape to a rural

landscape.

• There’s no doubt that your scenery is breathtaking. And it’s always evolving with weather

patterns and through the seasons. You also have a wide breadth of landscapes to explore

from majestic mountain peaks to the powerful Pacific.

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the Olympic Peninsula lives in the northwestern most point of the contiguous United

States,

• Personifying the Olympic Peninsula gives her even more power. As a destination the region

is immense. There is so much for a visitor to see and do.

• From research, we found that many outsiders believe that Seattle is located on the Pacific

Coast. We need to reinforce through messaging that the Olympic Peninsula is west of

Seattle on the Coast.

• Cape Flattery is a big selling point for the region. As the northwestern most point in the

contiguous U.S., it feels like you’re in your own corner of the world. It is part of what makes

the region distinct.

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where she presents timeless landscapes that shimmer with a mystical, otherworldly

beauty

• Here, again, the Olympic Peninsula is personified. It’s also a nod to the fact Mother Nature

is a “she”. She’s warm and she’ll envelope you from every angle in the region.

• Timeless is a nod to the fact that the region is so unchanged. The area has been carefully

preserved so that you feel as if you’re stepping back in time – perhaps as one of the first

explorers of the region.

• One of the Olympic Peninsula’s competitive advantages is that you’re home to one of the

most spectacular examples of a temperate rain forest along the Pacific Coast. Because of

the rain everything is green and lush and shimmers.

• Shimmer and mystical are also nods to the towering waterfalls in the region.

• Over and over again, research participants described the region as otherworldly. The force

of nature is so powerful here, you’ll feel her presence.

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allowing you to transcend the ordinary.

• A traveler’s experience in the Olympic Peninsula is their own. While there are itineraries,

maps and tools to make trip planning easier, no two trips will ever be the same. The

weather, the landscape, the wildlife encounters, and the ecosystems are continuously

changing creating a dynamic environment.

• Experiencing the Olympic Peninsula is a “bucket list” type destination, according to

research. It’s wholly unique.

• An ordinary destination is often easy to get to and can be a quick retreat. The Olympic

Peninsula requires thoughtful, purposeful planning. It’s not a pass-through destination. We

are seeking travelers that are making calculated plans that are excited about going beyond

a traditional road trip.

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EVALUATIONHow Is The Brand Performing?

Evaluation yields new information which may lead to the beginning of a new planning cycle. Information may be

gathered from concept pre-testing, campaign impact in the marketplace and tracking studies to measure a brand's

performance over time. These methods of evaluation should be used once a visual brand identity has been

established based on the strategic brand platform.

Ideally, two basic questions will be answered when there is visible implementation of your brand in the community:

Have responses to the brand among target audiences changed in the way the BrandPrint intended? And have

these changes resulted in consumer action that will achieve the desired objectives of the brand? Turnkey or do-it-

yourself programs are recommended depending on the needs of the community.

To begin the process of brand evaluation, North Star has set up a schedule to discuss the Olympic Peninsula’s

brand progress. This schedule begins immediately after the delivery of your BrandPrint.

• Immediately – North Star recommends the Olympic Peninsula focus efforts on growing its inquiry and visitor

database.

• Six months – North Star’s Research Director will conduct an assessment call to outline a plan for measuring

brand performance moving forward.

• One year – Olympic Peninsula will be contacted to determine specific measurement goals including re-

measuring awareness and perception of the community amongst intended audiences.

Building your databases and keeping them current ensures future success measurements can be calculated.

These leads will be the best data start point for future brand evaluation.

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EVALUATIONAs stated previously, North Star will consult with the community at the proposed times to evaluate your specific

needs. Keep in mind that many of the research pieces in your BrandPrint were created to act as benchmarks by

which future improvements can be measured. Based on what we now know of the community, likely

recommendations for success measurements at the Olympic Peninsula’s one-year mark may include:

• Consumer Tapestry Profile Who and What Reports

• Consumer Awareness and Perception Study

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TAPESTRY PROFILE STUDYPurpose

A Consumer Tapestry Study is conducted to understand one of the target audience’s lifestyles in detail. This included profiling reports

for Olympic Peninsula’s consumers using overnight visitor records.


Tapestry represents the fourth generation of market segmentation systems that began 30 years ago. This powerful tool classifies U.S.

neighborhoods by lifestage and lifestyle in addition to traditional demographics.

The results from the Tapestry studies can be classified into two main reports:

Who Report:

• Profiles the demographic and lifestyle segmentation of the consumer and inquiry population

• Classifies the populations in each of the ways outlined above and indexes the population under study against national

averages

What Report:

• Provides a detailed profile of the core population for 37 separate lifestyle and media groups in over 2,200 sub-categories

• Each category is indexed against the average U.S. resident to determine whether a member of the population under study

is more or less likely to exhibit the specific behavior (100 represents the national average)

Key findings from the Consumer Tapestry reports allow for greater understanding of your largest consumer group. The more you

understand about your target audiences, the better you can target your message to them.

Timing

The Consumer Tapestry Study should be conducted every one-to-three years.

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CONSUMER AWARENESS &

PERCEPTION STUDY

Purpose

The purpose of this study is to gain insight into consumer awareness, visitation, and perceptions of the Olympic Peninsula.


This quantitative survey is fielded online outside of the Olympic Peninsula’s borders in order to obtain an outsider’s perspective. The

survey measures:

• Overall top-of-mind perceptions of the Olympic Peninsula and immediate competitors

• Consumer visitation trends (frequency and nature of visitation)

• Consumer visitation drivers (business, leisure, friends and family)

• Strengths and weaknesses of the Olympic Peninsula identified within community attributes

• Consumer suggestions on what is missing from the Olympic Peninsula

• Measurements of the Olympic Peninsula’s delivery of hospitality

• Measurements of the Olympic Peninsula’s quality of life indicators

Timing

The CAP Study should be conducted annually. The first survey should be conducted no sooner than one year from brand introduction

(when there is visible implementation of your brand in the community).

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olympic peninsula research report

Documents

consumer tapestry study

tapestry profile study

brand position

brand equity

brand performing

contents tapestry

following report

report resident